Initiative Vermisste Kinder: GERMANY'S BIGGEST SEARCH FOR MISSING CHILDREN by Kempertrautmann Hamburg for Initiative Vermisste Kinder

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Initiative Vermisste Kinder: GERMANY'S BIGGEST SEARCH FOR MISSING CHILDREN

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Industry Public awareness
Media Direct marketing
Market Germany
Agency Kempertrautmann Hamburg
Art Director Leif Johannsen, Bruno Luglio David
Released June 2011

Awards

EACA Care Awards 2011
The Winners Non-profit Organisations and Non-governmental Bodies Winner

Credits & Description

Type of Entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Title: GERMANY'S BIGGEST SEARCH FOR MISSING CHILDREN
Advertiser/Client: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN'S INITIATIVE
Entrant Company: KEMPERTRAUTMANN Hamburg, GERMANY
DM/Advertising Agency: KEMPERTRAUTMANN Hamburg, GERMANY
Creative Director / Account Manager: Marcell Francke
Creative Director / Account Manager: Patrick Matthiensen
Art Director: Bruno Luglio
Art Director: Leif Johannsen
Account Manager: Carolin Panier
Account Manager: Moritz Fürste
Account Manager: Biljana Retzlik
Graphic Designer: Patrick Schröer
Copywriting: Sebastian Merget
Programming / Technical Conception and Conversion: (Blue Mars)
Involved Agency: (Fischererappelt)
Case Film Preparation: (NHB Video)
Describe the brief from the client:
Every year in Germany, over 100,000 children are reported as missing. Around 1,500 of these cannot be traced even over a more extended period of time. “Initiative vermisste Kinder” (Missing Children’s Initiative) has been supporting the parents involved for over twelve years in the search for their disappeared children. The aim was to create greater awareness for missing children and their parents in the public’s mind. So, on behalf of our new client “Initiative Vermisste Kinder”, we aimed to launch a campaign in which people from across the country could play an active role in the search.
Creative Execution:
By using a range of media in combination we were able to establish "Deutschland findet euch“ as the world’s largest network for tracing missing children. But the best message is that, to date, one missing child has already been traced via the Facebook action and the mother has offered her grateful thanks – on the campaign website.
Describe the creative solution to the brief/objective.
We reinvented the way of searching for missing children: Under the title “Deutschland findet euch” (Germany will find you) we used facebook to launch Germany’s first and largest-ever campaign to find missing children. In order to bring together Germany’s biggest search party, a whole range of media measures was used to raise awareness for the “Deutschland findet euch“ platform.
By using downloadable missing children posters, promotional campaigns, a music-video, Ambiant-Media ideas, Billboards, Online-Advertising, interactive Music-Videos, an iPhone App and more.
Describe the results in as much detail as possible.
The initiative in figures:
• Over 100,000 Facebook fans
• 15.000.000 Euro Media coverage
• A total global exposure of 120.000.000