Нестандартная реклама "Germany`s biggest search for missing children", рекламодатель: Initiative vermisste kinder, агентство: kempertrautmann gmbh

Название: Germany`s biggest search for missing children
Агентство: kempertrautmann gmbh
Рекламодатель: Initiative vermisste kinder
Страна: Германия
Сектор бизнеса: Некоммерческие организации
Год выхода: 2011
Вид рекламы: Нестандартная реклама

Describe the brief from the client: 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 aimed to launch a campaign in which people from across the country could play an active role in the search.

Creative Execution: 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.

Describe the creative solution to the brief/objective. We reinvented the way of searching for missing children: Under the title "Deutschland findet euch" (Germany will find you) we used facebook to launch Germany`s first and largest-ever campaign to find missing children. In order to bring together Germany`s biggest search party, a whole range of media measures was used to raise awareness for the "Deutschland findet euch" platform. By using downloadable missing children posters, promotional campaigns, a music-video, Ambiant-Media ideas, Billboards, Online-Advertising, interactive Music-Videos, an iPhone App and more.

Describe the results in as much detail as possible. The initiative in figures: • Over 100,000 Facebook fans • 15.000.000 Euro Media coverage • A total global exposure of 120.000.000 

Награды:

• Cannes Lions, 2011 (2 место) Promo & Activation Lions (Best Use of Guerilla Marketing in a Promotional Campaign)
• Cannes Lions, 2011 (2 место) Promo & Activation Lions (Public Health & Safety, Pubic Awareness Messages)
• Cannes Lions, 2011 (3 место) Direct Lions (Best Integrated Campaign Led by Direct Marketing)

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