GERMANY'S BIGGEST SEARCH FOR MISSING CHILDREN by Fischer Appelt, Kempertrautmann Hamburg for Initiative Vermisste Kinder

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GERMANY'S BIGGEST SEARCH FOR MISSING CHILDREN

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Germany
Agency Fischer Appelt
Agency Kempertrautmann Hamburg
Art Director Bruno Luglio David
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN'S INITIATIVE
Agency: KEMPERTRAUTMANN
Agency: FISCHERAPPELT
Date of First Appearance: Jul 23 2010
Entrant Company: KEMPERTRAUTMANN, Hamburg, GERMANY
Entry URL: http://frida-frommen.de/awards/dfe/eng/cannesweb/case/
Creative Director / Account Manager / Conception: Marcell Francke (Kempertrautmann)
Creative Director / Account Manager / Conception: Patrick Matthiensen (Kempertrautmann)
Art Director: Bruno Luglio (Kempertrautmann)
Art Direction: Leif Johannsen (Kempertrautmann)
Account Manager: Carolin Panier (Kempertrautmann)
Account Manager: Moritz Fürste (Kempertrautmann)
Account Manager: Biljana Retzlik (Kempertrautmann)
Graphic Designer: Patrick Schröer (Kempertrautmann)
Copywriting: Sebastian Merget (Kempertrautmann)
Programming / Technical Conception and Conversion: (Blue Mars)
Involved Agency: (Fischererappelt)
Media placement: Social Media - Facebook - 23.07.2010
Media placement: Outdoor - Football Match - 13.08.2010
Media placement: Billboards - Germany - 10.09.2010
Media placement: Interactive Music Video - Youtube, Facebook, Myvideo - 15.08.2010
Media placement: IPhone App - ITunes Store - 30.12.2010
Media placement: Online - German Websites (Spiegel, Adidas, FC Bayern Munich Ect.) - 05.01.2011
Media placement: Online - German Stock Photographers Websites - 05.01.2011
Media placement: Ambient - Elevators Through Out Germany - 25.09.2010
Media placement: Sponsoring - Trikots From A German Ice Hockey Team - 14.12.2010

Insights, Strategy & the Idea
Every year in Germany more than 100,000 children and young people are reported missing. So, on behalf of “Initiative Vermisste Kinder” (Missing Children’s Initiative), we launched a unique campaign where everybody can play an active role in the search. Therefore we reinvented the way of searching for missing children. Under the title “Deutschland findet euch” (Germany will find you), we used facebook to launch Germanys first and largest-ever cross-media campaign to find missing children.

Creative Execution

We reinvented the way of searching for missing children. Under the title “Deutschland findet euch” (Germany will find you), we used facebook to launch Germanys first and largest-ever cross-media campaign to find missing children.

In order to make the search party faster and more effective we used a whole range of measures to raise awareness of the “Deutschland findet euch” platform. The following media linked directly to our facebook platform to make the search party stronger every day:

Promotions, Ambient, Online, interactive Music-Videos, an iPhone App, Social-Sponsoring, Billboards, downloadable Posters with QR-Codes that liked directly to the profiles of missing children.

Results and Effectiveness
With a range of media in combination we were able to establish Deutschland findet euch as the world’s largest network for tracing missing children. With over 100,000 facebook fans and a total global exposure of 120,000,000. All in less than six months.

The initiative in figures:
• More than 100,000 facebook fans
• 15,000,000 Euro Media coverage
• A total global exposure of 120,000,000

But the best statistic of all is that, to date, one missing child has already been traced via our campaign and the mother has offered her grateful thanks – on the campaign website.