Title	MOST WANTED
Brand	ANIMAL PROTECTION THE NETHERLANDS
Product/Service	ANIMAL PROTECTION
Category	C02. Use of Social in a PR campaign
Entrant	FAMA VOLAT Eindhoven, THE NETHERLANDS
Idea Creation	FAMA VOLAT Eindhoven, THE NETHERLANDS
Production	FAMA VOLAT Eindhoven, THE NETHERLANDS

Name	Company	Position
Jeroen Manders	Fama Volat	Creative Director
Levi Sars	Fama Volat	Creative Director
Joris Raaijmakers	Fama Volat	Creative Director
Niek Jansen	Fama Volat	Creative

The Campaign

Like any good weatherman we started with observing. Not the sky, but the most shared content on social media. The Dutch massively engage with, locally, targeted ‘Most Wanted’ crime videos. So we created our own ‘Most wanted’ video with a twist. Deliberatly luring people in and evoking typical reactions.

Execution

No media budget was used for this campaign. €0,- was used for this production. Filmed with real security cameras. This way of producing a video is besides good for the credibility of the idea also a very cheap way to create effective content. Money was saved for protecting animals.

Reach; 6.000.000 in 24h (1/3 of the Dutch population) Published on major Dutch online platforms (Linda, Metro, Police, AD, Dumpert, Glamour, Libelle) Broadcasted on 2 of Hollands Biggest late night shows (Jinek and RTL late night). Total media exposure resulted in 3.2 million Euro. Most important. No dogs died in oven hot cars during the hot week when the film was broadcasted.

The Situation

Because it was launched at the right moment. It was going to be a hot week in june. During hoot weather a lot of accidents with dogs left incarcerated do happen. Another reason was the popularity on Facebook for Most Wanted videos.

The Strategy

We teamed up with the National Police Force to spread the video. This ensured that the video would be perceived as more authentic and believable.