The core demand
of any advertising campaign is its inherent need to connect with its target
– everything else (innovation, creativity) follows this central
requirement.  Occasionally an
advert comes along that not only connects with its audience perfectly, but is
also so innovative, creative and unique, it really is too good to ignore.

Those of you au
fait with events this side of the pond will no doubt be aware of the growing
knife crime epidemic amongst the UK’s urban teen population.  In an attempt to tackle this pressing
issue, the Metropolitan Police Force has turned to UK ad agency Abbott Mead
Vickers BBDO; a move that’s been rewarded with a stunning interactive campaign.

Starting with a
short YouTube video, the viewer sees through the eyes of a teenager and is
presented with a choice at the end of the clip; this decision then leads the
viewer to the next video clip, with subsequent decisions to choose.  Eventually you’ll arrive at a foregone
conclusion based upon your actions, which should be pretty obvious from the
off, given your altruistic or sadistic tendencies…

Abbott Mead
Vickers BBDO has clearly targeted its desired audience through one of the most
popular channels amongst this digitally-savvy segment – this alone should be
commended.  However, their engaging
use of digital interaction, along with the casting of authentic kids rather
than patronising actors, lends real credibility to the impact this campaign has
already had.

 Reaching your
demographic has always been key. 
Impressive creative ideas and innovative use of technology is marketing
gold.  Combining all of these
elements is undoubtedly the holy grail of advertising – something that Abbott
Mead Vickers BBDO has clearly done with this cutting-edge campaign.  

Follow Callum Saunders on Twitter Callum Saunders is a Copywriter, digital marketer, SEO buff, avid blogger, social networking connoisseur, literary enthusiast, media consumer and amateur gardener. Follow him on Twitter @callumsaunders

Social Media ROI
The Deep Down

Jim Mitchem

Writer. Father to daughters. Husband. Ad man. Raised by wolves. @jmitchem on twitter. First novel, Minor King, out now.