MISSING ADD-ON by Kempertrautmann Hamburg for Initiative Vermisste Kinder

MISSING ADD-ON

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Industry Public awareness, Charities, Foundations, Volunteers
Media Direct marketing, Case study
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Heiko Freyland
Art Director Marcell Francke, Leif Johannsen
Copywriter Patrick Matthiensen
Released June 2012

Awards

One Show 2012
One Show Innovation in Advertising / Single or Campaign Merit

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN
Agency: KEMPERTRAUTMANN Hamburg, GERMANY
Advertiser INITIATIVE VERMISSTE KINDER
Product MISSING CHILDREN
Entrant KEMPERTRAUTMANN Hamburg, GERMANY
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Websites, Microsites & Banners
Title: MISSING ADD-ON
Advertiser/Client: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN
Entrant Company: KEMPERTRAUTMANN Hamburg, GERMANY
DM/Advertising Agency: KEMPERTRAUTMANN Hamburg, GERMANY
Creative Director: Heiko Freyland (Kempertrautmann)
Creative Director: Marcell Francke (Kempertrautmann)
Creative Director: Patrick Matthiensen (Kempertrautmann)
Art Director: Leif Johannsen (Kempertrautmann)
Art Director: Marcell Francke (Kempertrautmann)
Graphic Designer: Bruno Luglio (Kempertrautmann)
Copywriter: Patrick Matthiensen (Kempertrautmann)
Account Manager: Marcell Francke (Kempertrautmann)
Account Manager: Patrick Matthiensen (Kempertrautmann)
Programmer: Andreas Mohr (Freelance)
Case Film Preparation: (NHB Video)
Public Relations: (Fischerappelt)
Describe the brief from the client
Every year in Germany more than 100,000 children are reported missing. Because the first few hours after a child disappears are crucial, our task was to find a quick and innovative way to distribute missing children notices.

Creative Execution

Because the first few hours after a child are crucial we created a quick and innovative way to distribute missing children alerts.


Describe the creative solution to the brief/objective.

We developed an innovative search tool: the 'Missing Add-on'. It’s the first browser add-on that blanks out banner-ads and replaces them with missing children notices instead. Through the power of Facebook, we were able to attract people to our home page.


Describe the results in as much detail as possible.

With over 10.000 downloads of the add-on, we were able to make the search for missing children much faster and more effective. 130,000 Facebook fans are with us.
This was only one of several measures, which helped to establish Deutschland findet euch as the world’s largest network for tracing missing children. But the best result is, that to date 4 children have been already found.