The Brief chats to the team behind one of last year’s most successful recruitment campaigns, which was viewed by more than 1.2 million and shared over 20,000 times within the first 24 hours. Find out how they achieved it and the lessons they have learnt.
It would be a fair call to say that New Zealand Police have achieved what many of us in the industry dream of – a recruitment campaign which was viewed more than 1.2 million times and shared 20,000 times in the first 24 hours post-launch.
The campaign was produced by New Zealand advertising agency Ogilvy, led by Executive Creative Director Regan Grafton.
Grafton spoke with The Brief and explained the brief the agency received from NZ police was to attract 650 new recruits over a 12-month period.
“The campaign was to target 18 to 24-year-olds with an emphasis on females of all ethnicities as well as Maori, Pacific and Asian (both male and female),” Grafton said.
“They also wanted fit and active people who enjoyed working as part of a team.
“Females and ethnic minorities can perceive joining the police as a serious and potentially life-threatening career. We wanted to communicate our message in a way that didn’t reinforce this negative image and that was why we went with a humourous approach.