Initiative Vermisste Kinder: THE MISSING CHILD by Kempertrautmann Hamburg for Initiative Vermisste Kinder

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Initiative Vermisste Kinder: THE MISSING CHILD

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Industry Public awareness
Media Promo & PR
Market Germany
Agency Kempertrautmann Hamburg
Copywriter Sebastian Merget
Released June 2011

Awards

Cannes Lions 2011
Promo & Activation Lions Best Use of Guerilla Marketing in a Promotional Campaign Silver

Credits & Description

Type of Entry: Product & Service
Category: Public Health & Safety, Pubic Awareness Messages
Advertiser/Client: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN INITIATIVE
Entrant Company: KEMPERTRAUTMANN Hamburg, GERMANY
Sales Promotion/Advertising Agency: KEMPERTRAUTMANN Hamburg, GERMANY
Creative Director/Account Manager: Marcell Francke
Creative Director/Account Manager/Programming: Patrick Matthiensen
Art Director/Graphic Designer: Leif Johannsen
Copywriter: Sebastian Merget
Graphic Designer: Bruno Luglio
Account Manager: Carolin Panier
Account Manager: Biljana Retzlik
Production: Alexander Kate
Involved Agency: Fischerappelt
Describe the brief from the client:
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 designed to track them down: Deutschland findet euch (Germany will find you). The brief was to quickly establish the Facebook page as a high-profile cause.
For this, we started a promotion with focus on people living in the Germany/Austria/Switzerland region.
Describe how the promotion developed from concept to implementation:
At the football match FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a child mascot holding his hand to accompany him. Instead, the Munich player was carrying a poster with a photo of the missing girl Debbie and a reference to the website www.deutschland-findet-euch.de.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Broadcasted live in over 40 countries, the kick-off put the fate of missing children at the forefront of public attention nationwide for the very first time. The game was watched by 15 million TV viewers, followed by more than 40,000 new Facebook fans recruited.
There were uncountable reports in numerous print and online media, including all main TV channels.
Today, over 100,000 Facebook fans are currently participating via “Deutschland findet Euch”.
• 15,000,000 Euro Media coverage.
• 40,000 new Facebook fans in one week.
• A total global exposure of 55,000,000.
• 69,000 viewers in the stadium.
• 15,000,000 TV viewers worldwide.
Explain why the method of promotion was most relevant to the product or service:
Without any budget we wanted to get as much attention as possible. So we used the famous football match between two of the world's best football teams: FC Bayern Munich versus Real Madrid. The game was also realised in honour to football legend Franz Beckenbauer. The perfect stage to spread our message.
So, the media had already been informed in advance and sports reporter Béla Réthy informed viewers live in 40 countries about the “Deutschland findet Euch” campaign.