MISSING ADD-ON by Kempertrautmann Hamburg for Initiative Vermisste Kinder

MISSING ADD-ON

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Industry Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Heiko Freyland
Art Director Marcell Francke, Leif Johannsen
Copywriter Patrick Matthiensen
Released January 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: INITIATIVE VERMISSTE KINDER
Product/Service: GERMANY WILL FIND YOU
Agency: KEMPERTRAUTMANN
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
Case Film Preparation: (Nhb Video)
Public Relations: (Fischerappelt)
Media placement: Online Tool/Browser Add-On - On Every Website Which Includes Banner Ads - 30 January 2012

Describe the objective of the promotion.
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 promote missing children notices.

Describe how the promotion developed from concept to implementation.
We developed an innovative search tool to promote missing children alerts: the 'Missing Add-on'. The free Browser Add-on is quickly installed - with just one click. Once the Add-on is activated while the user is surfing the internet it blanks out all banner adds and replaces them with missing children notices instead.

Explain why the method of promotion was most relevant to the product or service.
Because the first few hours after a child are crucial we created a quick and innovative way to distribute missing children alerts.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.