CHOOSE A DIFFERENT ENDING by AMV BBDO London for The Metropolitan Police

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CHOOSE A DIFFERENT ENDING

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Industry Political/Religious/Trade Organizations, Public Safety, Health & Hygiene
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Released August 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: THE METROPOLITAN POLICE
Product/Service: ANTI-KNIFE CRIME CAMPAIGN
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Entry URL: http://www.youtube.com/user/adifferentending
Media placement: TV 30, 60 & 30 PRE ROLLS - MTV & SEEDING - AUGUST 2009
Media placement: RADIO 30" X 530 SPOTS - KISS 100 & CHOICE FM - AUGUST 2009
Media placement: ONLINE BANNER, TEXT LINK, IN GAME, MPU - MSN, MSN GAMES, ETYPE - AUGUST 2009

Describe the brief/objective of the direct campaign.
The Metropolitan Police wanted to demonstrate the consequences of carrying knives. More and more young people were carrying knives in the mistaken belief that this would protect them. The agency were asked to create a campaign to show that the reverse is true.

Explain why the creative execution was relevant to the product or service.
The campaign was seeded online and by mobile phone before employing social media, search media, in-game posters, blogs, posters, radio and TV. ‘Choose a Different Ending’ appeared on Youtube, unbranded, as an interactive film. The campaign drew an immediate response. Unprompted, forum members compared the choices they’d made and the consequences that followed

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was to create a campaign that involved our teenage audience, enabling them to make choices and in doing so, directly experience the consequences. A film campaign was created for Youtube, putting the viewer in the position of a teenage boy on a London estate. Each film ends with an invitation to choose what happens next. Once a viewer has concluded the path they have chosen, they’re invited to ‘Choose a Different Ending.’ An ending both for the film, and for their life. 21 films, ten different endings.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Results and Effectiveness • 4.6 out of 5 average user rating. • 2.1% click-through rate on viral video trailers, well above 0.2% industry benchmark for rich media banners. • Net number of views logged would have required a TV budget 600% the size of our spend. • Peer-to-peer debate about the videos and knife crime swelled. At peak, more than 80 comments a day were posted, with a total of over 3,000. • Total views to date, 2,652,012. • Highest total recall of any Metropolitan Police campaign, ever. 78% among our target.