The 'Missing People' Phone Campaign is Clever and Sneaky

By: Vivian Lau - Published: May 30, 2012 • References: & fastcocreate
Pre-movie ads are becoming more interactive and with point-and-play, app-enabled games accessible through your smartphone, the UK-based charity 'Missing People' phone campaign adds another dimension to the experience by requiring you to call in.

The 'Please Turn Your Phone On' campaign is a creative call for awareness and a way to introduce its hotline number. The ad starts with a clearly distraught man entering a phone booth, breaking down as he is unable to call a presumable loved one, a woman, who is waiting back home. Finally, the man calls and is greeted by a "Hello?" The short ad pauses, urging viewers to call a number on the screen to hear the resulting conversation. It is clear the effect a missing person can have on a family.

Using the element of suspense to get people to take action, this campaign cleverly piques interest, providing viewers with both an experience and opportunity to save their number in their phone. Stats for Sentimental Call-In Charity Ads Trending: Older & Chilly
Research: 758 clicks in 207 w
Interest: 0.8 minutes
Concept: Missing People Phone Campaign
Related: 65 examples / 50 photos
Segment: Neutral, 12-55+
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