Initiative Vermisste Kinder Promo, Case study MISSING CHILDREN by Kempertrautmann Hamburg

MISSING CHILDREN

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

Credits & Description

Category: Charity and Not for Profit
Advertiser: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN'S INITIATIVE
Creative Director/Account Manager/Conception: Marcell Francke (kempertrautmann)
Creative Director/Account Manager/Conception: Patrick Matthiensen (kempertrautmann)
Art Director: Leif Johannsen (kempertrautmann)
Art Director: Bruno Luglio (kempertrautmann)
Account Manager: Carolin Panier (kempertrautmann)
Account Manager: Biljana Retzlik (kempertrautmann)
Account Manager: Moritz Fürste (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

Summary of the Campaign
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 launched a campaign in which people from across the country could play an active role in the search.

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.

The Situation
Every year in Germany, more than 100,000 children and young people are reported missing. Around 1,500 of these cannot be traced even over a more extended period of time.

So, on behalf of "Initiative Vermisste Kinder" (Missing Children’s Initiative), we launched a unique campaign designed to track them down: Deutschland findet euch (Germany will find you).

The Goal
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.

The Strategy
To inform as many people as possible about the Initiative and to call on them to join in the search, the Initiative exploited the power of the biggest social network in the world – Facebook.

The concept: the first Facebook search for missing children. The website (www.deutschland-findet-euch.de), specially developed for the purpose, uses Facebook as a distribution platform. In addition to facts and information, the main feature the platform offers is the possibility of becoming actively involved in looking for missing children.

Under its "Deutschland findet Euch" slogan, however, the Initiative was launching more than just a social media campaign.
The Initiative also turned to a range of media to bring the subject to the public’s attention.

Like downloadable missing children posters, promotional campaigns, Ambient-Media, Billboards, Online-Advertising, an interactive Music-Videos, an iPhone-App.

Execution
To bring together Germany’s largest-ever search party, a whole range of measures were used to raise awareness.

At the match Bayern Munich versus Real Madrid, Mark van Bommel entered the pitch without a player escort-kid holding. Instead, he was carrying a poster with a photo of the missing girl, and a reference to the website www.deutschland-findet-euch.de.

• An interactive music video. Singer Jan Sievers dedicated his hit song (the search) to missing children.

• Billboards.

• Missing children shirts were worn by the Hamburg-Freezers ice hockey team during an important match.

• A Missing mobile app was published: With a missing children’s gallery, missing children’s hotline and an interactive map showing last known locations.

• Elevators throughout Germany to demonstrate how quickly children can disappear.

• Whenever a page or images couldn’t be found on a number of well-known websites, we showed the users names of children who had also gone missing.

Documented Results
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 platform and the mother has offered her grateful thanks on the campaign website.

The initiative in figures:
• Over 100,000 Facebook fans
• 15,000.000 Euro Media coverage
• A total global exposure of 120,000,000.