The Met Police: Choose a different ending

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Metropolitan Police
Agency: Abbott Mead Vickers BBDO
Brand: Crime prevention
Campaign duration: July - August 2009
Campaign objective: Government and social aims
Country: United Kingdom
Media budget (USD): < $250,000
Media used: Games/competitions, Internet microsites, Internet search, Mobile, Online video, Radio (local), Television (broadcast), Word of mouth

Executive Summary

The campaign objective: