The Metropolitan Police: Choose a Different Ending

London teenagers were carrying knives in the mistaken belief that they offered protection. The Metropolitan Police wanted to communicate that the reverse was true. A series of films was created for Youtube using Annotation Technology, enabling viewers to choose what happened next. Carry a knife? Go to a party? Stab an opponent? After experiencing the consequences of their choices, viewers were invited to ‘Choose a Different Ending’. For the film, and their life. 21 films, ten different endings. The response was 78% awareness, the highest ever for a Met campaign, and to date, 2,652,012 views.

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.

Advertising Agency: Abbott Mead Vickers BBDO, UK

December 2010


CuriousPencil's picture
4225 pencils

I'm typing standing up for this. That's an ovation of applause and well-done-ness for all involved. "Choose a different ending" is PERFECTly placed and used in the right media channels here. Notoriously slippy target audience, and any number of 'Operation Blah' behind the UK's Met Police - this is the first one that bypasses cringeworthiness and goes straight to laudable.

CommandZ's picture
2494 pencils

Leave it to AMV to come up with a real winner. Well done guys, as usual.

jworlledge's picture
18 pencils

This is pretty amazing. What an effective way to really connect. Well done, AMV... again.

morse's picture
17002 pencils

Yes, absolutely fantastic work.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture

Really engaging...and that force to think.

Dzsoi's picture
7928 pencils

This is a pretty old campaign (around 1 year old), but yeah, was goood!

Chelsey Homan's picture
Chelsey Homan
90 pencils

Interactive, fun, free's hard to fit all these things into one campaign. But that's what ya gotta do to make teens notice. Great job!

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