The Metropolitan Police Promo, Case study WHO KILLED DEON by AMV BBDO London

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WHO KILLED DEON

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Industry Government & Other Authorities, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United Kingdom
Agency AMV BBDO London
Released October 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE 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://digital.151awards.com/awards/whokilleddeon/
Media placement: ONLINE - FACEBOOK - OCTOBER 2010
Media placement: CINEMA - LOCAL CINEMAS - DECEMBER 2010
Media placement: RADIO - 2 X 30" - OCTOBER 2010
Media placement: TV - MTV, FLAVA, NME & VIVA - OCTOBER 2010
Media placement: POSTERS - YOUTH CENTRES & LOCAL ESTATES - OCTOBER 2010
Media placement: DVD'S - DISTRIBUTED TO YOUTH CENTRES & LOCAL ESTATES - OCTOBER 2010
Insights, Strategy & the Idea
The Metropolitan police are using a law called Joint Enterprise to tackle the problem of gang violence in London. Joint Enterprise means if you’re involved in a fatal attack you don’t have to wield the weapon to be guilty of murder. We wanted to target teenagers on the periphery of gangs and make them think twice about getting involved in any form of gang violence. These kids are more likely to listen and subsequently disrupt the deadly chain of events that lead to a murder.
Creative Execution
We used Facebook to host a fictional ‘whodunit’ to educate our audience about Joint Enterprise and make them think twice about getting involved with gang violence. An unbranded campaign directed the audience to a Facebook page were they could hunt for the killer by watching the videos of six different suspects. Viewers then 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.
We didn’t want to switch our target audience off with an educational message from the Metropolitan Police. Therefore, an unbranded TV, DVD, Poster, Online, Radio, and Ambient campaign was used to drive the audience to a Facebook page. There, our audience could watch the six suspect’s videos. Facebook then provided a place where our target audience could discuss the law and then pass on the videos to their friends.
Results and Effectiveness
• An engagement level 6 times higher than the average for all Facebook campaigns
• “Liked” by 50% of viewers at its peak. 5 times the average of all Facebook campaigns
• 59% of respondents took out ‘You can be charged with murder even if you did not actually kill someone’.
• An average dwell time of 8 minutes.
• At its peak, an average of 250 comments a day.