WHO KILLED DEON by AMV BBDO London for The Metropolitan Police

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WHO KILLED DEON

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Director Simon Ellis
Executive Creative Director Paul Brazier
Creative Director Martin Loraine, Steve Jones
Art Director Laurent Simon
Producer Jonas Blanchard, Rebecca Scharf
Editor Matt Swanpoel
Released October 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: THE LONDON METROPOLITAN POLICE
Product/Service: ANTI KNIFE CRIME
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Oct 1 2010
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/#!/whokilleddeon?v=app_6009294086
Executive Creative Director: Paul Brazier (AMVBBDO)
Creative Director: Steve Jones/Martin Loraine (AMVBBDO)
Writer: Aidan McClure (AMVBBDO)
Art Director: Laurent Simon (AMVBBDO)
Director: Simon Ellis (Mad Cow Films)
Producer: Jonas Blanchard (Mad Cow Films)
Editor: Matt Swanpoel
Post Production Company: (The Mill)
Post Producer: Luke Coulson
Sound Engineer: Ben Gulvin (750MPH)
Producer: Rebecca Scharf (AMVBBDO)
Media placement: ONLINE - FACEBOOK - OCTOBER
Media placement: TV - MTV, FLAVA, NME & VIVA - OCTOBER
Media placement: CINEMA - CINEMA - DECEMBER
Media placement: POSTER - YOUTH CLUBS & ESTATES - OCTOBER
Media placement: DVD'S - YOUTH CLUBS & ESTAGES - OCTOBER

Describe the brief/objective of the direct campaign.
With a production budget of 50K, the Metropolitan Police wanted to educate London teenagers about Joint Enterprise and make them think twice about getting involved in any form of gang violence.
Joint Enterprise means if you’re involved in a fatal attack you don’t have to wield the weapon to be charged with murder. The Metropolitan Police are using Joint Enterprise to tackle the problem of gang violence in London.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a fictional ‘whodunit’ to educate our audience about Joint Enterprise and make them think twice about getting involved with gang violence. We invited viewers to hunt for the killer by watching the videos of six different suspects.

Explain why the creative execution was relevant to the product or service.
By watching each video, the viewers discovered that each suspect had a role to play in the murder. Everyone involved was then charged with murder because in this whodunit, everyone gets charged with murder. The different films were shot on a London estate using a mix of local kids and actors. The involvement of local kids meant they encouraged their friends to look at the finished films.

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.
The results
• 8 films - 50K
• ROI of 1:6
• “Liked” by 50% of viewers at its peak. 5 times the average of all Facebook campaigns
• An average dwell time of 8 minutes
• An engagement level 6 times higher than the average for all Facebook campaigns