NOT FOUND by Tribal DDB Bogota for Fundacion Pais Libre

NOT FOUND

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Colombia
Agency Tribal DDB Bogota
Creative Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma
Art Director Alberto Triana
Copywriter Manuel Bordé
Released March 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: PAÍS LIBRE
Product/Service: KIDNAPPING VICTIMS SUPPORT
Agency: DDB COLOMBIA
Agency: TRIBAL
Date of First Appearance: Mar 29 2009 12:00AM
Entrant Company: DDB COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.paginasenlinea.com/paislibre/notfound/notfound/
Creative Vice President: Maria Teresa Fernandez (DDB Colombia)
General Creative Director: Mauricio Rocha (DDB Colombia)
General Creative Director: Juan Pablo Navas (DDB Colombia)
General Creative Director: Rodrigo Bolivar (Tribal DDB Colombia)
Creative Director: Juan Carlos Espitia (DDB Colombia)
Creative Director: Juan Carlos Palma (DDB Colombia)
Copywriter: Manuel Bordé (DDB Colombia)
Art Director: Alberto Triana (DDB Colombia)
Web Designer: Juan Camilo Galindo (Tribal DDB Colombia)
Media placement: Adwords - Google - 29/03/2009

Results and Effectiveness
In only one week, CTR average response was of 1.21%, higher than any campaign of this type in Colombia. The number of fans to País Libre group on Facebook increased by 32%.

Creative Execution
Solution: We made Google, the most powerful search engine in the world, unable to find Moncayo or any other kidnapped person. Channel: Using the list of kidnapped people and Pablo Moncayo's name as ADWORDS, we could disable Google, the most powerful search engine in the world, from finding them, and therefore give our message using Google's default page format: NOT FOUND.

Insights, Strategy & the Idea
Objective: Make people aware of the hundreds of kidnapped people still missing in Colombia, in order for them to join the cause and País Libre's Facebook fan group. Target: People in Colombia and around the world. Insight: When you hear something on the news, the first thing you want to do is find out more about it through the Internet, using searching tools as Google, the world’s most powerful search engine. Relevance: Pablo Moncayo, army officer kidnapped 12 years ago by the FARC was going to be released, so the action was done in the precise moment, since everyone was going to be looking for information about him on the Internet; this was the moment and the place where we had to give our message.