The Challenge

With over 1,600 missing person cold cases in Australia, the Australian Federal Police needed a cost effective way to search for new leads.

The IDEA

The Missing Persons Pre-roll turned the unavoidable 5 seconds of a YouTube pre-roll into an engaging, geo-targeted missing person banner.

To focus the viewers attention the “Skip” button was modified to show 2 options “Yes, I have” seen the missing person, or “No I haven’t.”. If the user clicked “No, I haven’t” the pre-roll would skip to the video as usual.

The pre-rolls used geo-location targeting to amplify the reach of the campaign.

The Result

A YouTube and world first, the Missing Persons Pre-roll was seen by over 1.2 million people during Missing Persons Week and 238 viewers clicked “Yes, I have” providing new information on cold cases. Each pre-roll targeted an area in which a missing person was last seen, allowing the AFP to broaden their reach and accuracy in the search for Australia’s long term missing people.

Pre-Roll Demo (Note YouTube cannot provide insitu link)
Pre-Roll Demo (Note YouTube cannot provide insitu link)
Click to view the pre-rol
The skip button countdown was customised
The skip button countdown was customised
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The ‘Skip Ad” CTA updated to focus the viewers attention
The ‘Skip Ad” CTA updated to focus the viewers attention
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Geo-targeted to the persons last know sighting
Geo-targeted to the persons last know sighting
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1.2 Million Views during Missing Person Week
1.2 Million Views during Missing Person Week
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238 viewers clicked ‘Yes I have’ to report new information
238 viewers clicked ‘Yes I have’ to report new information
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