Media > Media: Digital & Social

SEARCH FOR FREE WIFI SEARCH FOR MISSING CHILDREN

TBWA/BEING, Shanghai / BAOBEIHUIJIA / 2015

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film
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Overview

Credits

Overview

ClientBriefOrObjective

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. China has 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. People search for free Wi-Fi and help search for missing children. 600 million mobile phone users help us search for missing children.

Effectiveness

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.

Execution

Equipped with a special satellite, we developed our proprietary Wi-Fi hot-spots 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. If they want to connect to this Wi-Fi network for free, they should share missing children’s photos and information on social media, such as WeChat Moments, Sina Weibo. Different wi-fi names with different information would be shown to people on a random basis. Through our satellite Wi-Fi hot-spots, we let the 600 million mobile phone users reach our media to help search for missing children.

Strategy

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. Idea: Search for free Wi-Fi, help search for missing children. Equipped with a special satellite, we developed our proprietary Wi-Fi hot-spot system to provide connection. WI-FI hot-spots named after SOS messages from missing children. Share missing children’s photos and information on social media, then ones can get free Wi-Fi networks. We let the 600 million mobile phone users help us search for missing children.

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