New Zealand Police: The World's Most Entertaining Recruitment Video

New Zealand Police, the national police force of New Zealand, increased applications in New Zealand by releasing a recruitment video that featured a huge police chase with 70 real police officers.

Campaign details

Advertiser: New Zealand PoliceBrand: New Zealand PoliceAgency: Ogilvy New Zealand AucklandCountry: New Zealand

Objectives

  1. Our objectives for this campaign:

    2. Generate +16% growth in applications to 388 recruits per month, including an:

    Increase of monthly applicants by target groups:

    • Female +16%
    • Maori +16%
    • Pacific +17%
    • Asian +15%
  2. Our marketing objectives:
    1. Talking

      2. We knew that success would also come by triggering conversation about a police career amongst the target audience. Conversation that would get us into the world of our hard to reach audiences.

    2. Sharing

      3. We would also need to get reach well...

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