| Title | FAMOUS&MISSING |
| Brand | ITAKA FOUNDATION - CENTRE FOR MISSING PEOPLE |
| Product/Service | FAMOUS&MISSING |
| Category |
A07. Celebrity Endorsement |
|
Entrant Company
|
ISOBAR POLAND Warsaw, POLAND
|
|
Advertising Agency
|
ISOBAR POLAND Warsaw, POLAND
|
|
Media Agency
|
POSTERSCOPE Warsaw, POLAND
|
Credits
| Maciej Nowicki |
Isobar Poland |
Creative Director |
| Yuri Drabent |
Isobar Poland |
Creative Director |
| Bart Biały |
Isobar Poland |
Creative Group Head |
| Maciej Dutkowski |
Isobar Poland |
Creative Group Head |
| Anna Królewicz |
Isobar Poland |
Copywriter |
| Michał Konert |
Isobar Poland |
Copywriter |
| Konrad Słonecki |
Isobar Poland |
Copywriter |
| Maria Smoleńska |
Isobar Poland |
Copywriter |
| Monika Witoń |
Posterscope Poland |
PR Manager |
| Krzysztof Wąsowski |
Posterscope Poland |
PR Manager |
| Anna Karolewska |
Posterscope Poland |
PR/Marketing Director |
| Anna Zielińska |
Isobar Poland |
Account Director |
| Magdalena Zaręba |
Isobar Poland |
Account Manager |
| Borysław Gieorgijew |
Isobar Poland |
Motion/Sound Designer |
| Bartosz Morawski |
Isobar Poland |
Director Of Photography |
| Michał Pęczalski |
Isobar Poland |
Director Of Photography |
| Marta Kartasińska |
Isobar Poland |
Producer |
| Mateusz Cukierski |
Isobar Poland |
Strategy Planner |
| Kaja Adamczewska |
Isobar Poland |
Graphic Designer |
| Łukasz Jackiewicz |
Isobar Poland |
Graphic Designer |
The Campaign
The challenge:
In Poland, over 20,000 people disappear without a trace every year. Posters with photos of missing persons and information about them are often ignored.
The objective:
ITAKA Foundation - Centre for Missing People asked us to find a way to make missing persons more attractive for the masses.
Strategy:
People are in love with celebrity life. Gossip websites monthly reach 13 million users generating more than 155 million views. Polish with bated breath follow celebrities, who every day appear at parties, posing in front of step-and-repeat banner. We used those moments to distract the audience from evening performances and focus attention on the real issue - the image of missing persons.
Execution:
We started our campaign at a big movie’s opening night, with dozens of high-profile celebrities. Being on the spot we simply approached the stars and ask them to pose with our posters of missing people. It was probably the first-ever actually reasonable use of a step-and-repeat banner. Our pictures hit the internet, gossip websites and social media. Celebrities also liked it and actually started coming to us, also wanting to be a part of it and post pictures of missing people on their massively popular social accounts.
The outcome:
We made looking for missing persons part of regular conversation. Our message reached more than 1 900 000 people, who generated over 130 000 social media interactions. Pictures of missing persons published by celebrities were shared over 10 000 times.
The Brief
Our goal was to make missing people more recognizable and more attractive for the masses.
Gossip websites monthly reach 13 million users generating more than 155 million views. People love to read about events where celebrities appear. So we decided to hack one of this event. We started our campaign at a big movie’s premiere. Being near the step-and-repeat banner we simply approached the stars and asked them to pose with our posters of missing people. We took the glamour that makes us follow the famous and transferred it to the missing, so they could also start to be recognizable.
Execution
We started our campaign at a big movie’s opening night, with dozens of high-profile celebrities. Being on the spot we simply approached the stars and ask them to pose with our posters of missing people. It was probably the first-ever actually reasonable use of a step-and-repeat banner.
Photos of the missing kept by celebrities were shot and distributed to the biggest gossip websites and social media platforms for free. Other celebrities loved the idea and actually started coming to us, also wanting to be a part of it and post pictures of missing people on their massively popular social accounts.
Output/awareness:
- Our message reached more than 1 900 000 people, who generated over 130 000 social media interactions. Pictures of missing people published by celebrities were shared over 10 000 times on Facebook and Instagram
- Key lifestyle polish media published info about a project and share photos of missing people (f.e. Plotek, Cosmopolitan, Super Express, polka.pl)
- Information about a project appeared in national TV (TVP Regionalna, TVP Info) and Vod Platform (“it’s happening now”) giving Itaka Foundation space to inform about problem of missing
- PR action generated more than 30 000 $ AVE (no paid media)
Action/Business impact:
- number of phone calls with info about missing has increased by 150%
- traffic on Itaka's missing people database (zaginieni.pl) has increased by 170% (22.09 - 22.10 2015)
The Strategy
People are in love with celebrity life. Gossip websites monthly reach 13 million users generating more than 155 million views. Polish with bated breath follow celebrities, who every day appear at parties, posing in front of a step-and-repeat banner. We used those moments to distract the audience from evening performances and focus attention on the real issue - the image of missing persons. Photos of them kept by celebrities were shot and distributed to the biggest gossip websites and social media platforms for free.