Missing Children Argentina receives an average of 3 calls a day from people reporting missing children. The issue that they saw was that the people reporting the issues were not involved with the situation. So they wanted to target the right market, parents.
With the help of the Argentinian advertising agency, Almacén, they placed large QR codes in random places in the park. Parents would scan the QR code with their mobile device and a missing children ad would pop up.
The result? More than 5,000 people opened their eyes and started interacting with the brand.