Cannes Lions

BAOBEIHUIJIA

TBWA/BEING, Shanghai / BAOBEIHUIJIA / 2015

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
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Case Film
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Overview

Entries

Credits

Overview

Description

In China, there are over 200,000 children disappearing every year. Many parents use their own efforts to look for their children. Unfortunately, only 0.1% of the missing children can be found. The most critical issue is that the missing children’s information are not widely accessible to people. Baobeihuijia, a search help organization wants to do something.

China has about 600 million mobile phone users today. No matter where they are, people have the habit of searching for Wi-Fi connections. We use the mobile platform to rapidly extend the influence. When people search for free Wi-Fi, they help search for missing children.

Through our satellite Wi-Fi hot-spots, we let the 600 million mobile phone users help us search for missing children. Equipped with a special satellite, we developed our proprietary Wi-Fi hot-spot system to provide connection. When people turn on their WLAN, they can search for WI-FI hot-spots named after SOS messages from missing children. Share missing children’s photos and information on social media. Then they can connect to this Wi-Fi network for free. Different wi-fi names with different information would be shown to people on a random basis.

Nearly 400,000,000 people connected to our Free Wi-Fi to help look for missing children. Their information was shared more than 37,500,000 times. And they were widely shared on social media. TV, newspaper, radio, blogs, social media talked about our project. This resulted in more than 230 local and foreign media coverage. We helped many parents find their missing children.

Execution

We use the mobile platform to rapidly extend the influence. When people search for free Wi-Fi, they help search for missing children. Equipped with a special satellite, we developed our proprietary Wi-Fi hot-spot system to provide connection. Turn on their WLAN, people can search for Wi-Fi hot-spots named after SOS messages from missing children. Share the missing children's photos and information on social media. Then they can connect to this Wi-Fi network for free. Different Wi-Fi names with different information would be shown to people on a random basis. We let the 600,000,000 mobile users help us.

Outcome

Nearly 400,000,000 people connected to our Free WI-FI to help look for missing children. Their information were shared more than 37,500,000 times. TV, newspaper, radio, blogs, social media talked about our project. This resulted in more than 230 local and foreign media coverage. We helped many parents find their missing children.

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