See the Unusual New Zealand Police Ad That Boosted Recruitment Inquiries by 600%

Ogilvy ditches the single spokesperson

How do you reach a broad cross-section of potential police recruits? With an entertaining video that features a broad cross-section of police spokespeople.

Ogilvy did just that for New Zealand Police, and saw a surge of surge of new applicants.

The point of the campaign was to attract more diversity to the New Zealand Police ranks, forming a team that better represents and understands all the communities of New Zealand. And so, the video has tons of diversity, too—featuring 70 real officers and a constantly changing point of view.

This ads drove a 898 percent increase in web traffic to newcops.co.nz on the day of launch, Ogilvy says, and a 615 percent increase in profiles created by potential new police in the first week. Notable, there was a “huge increase” in interest from Asian, Pacific and Maori potential recruits, Ogilvy adds.

The video also impressed law enforcement around the world, including Police Chief Mark Walsh of the Hampshire Police in the U.K. and San Diego Police Department Chief Shelley Zimmerman:

CREDITS
Agency: Ogilvy & Mather, New Zealand
Client: New Zealand Police.

Deputy Chief Executive: Karen Jones
Strategic Communications Manager: Jane Archibald
Senior Marketing Advisor: Helen Flannery
Media Support: Garry Boles

Executive Creative Director: Regan Grafton
Group Creative Director: Lisa Fedyszyn
Group Creative Director: Jonathan McMahon
Art Director: Sam Henderson
Copywriter: Kent Briggs
Design Director: Danny Carlsen
Design, Creative Director: Nathan Chambers
Design Producer: Dave Preece
Head of Operations: Siobhan Burke
Agency Film Producer: Rachel Stewart
Agency Film Producer: Steen Bech
Executive Director: Wendy Schrijvers
Account Director: Christina Opferkuch
Planning Director: Ben Fielding
Group Media Director: Denelle Joyce
Digital Media Manager: Nick Pickering
Media Manager: Stephen May

Production Company: The Sweet Shop
Director: Damien Shatford
Executive Producer: Ben Dailey
Managing Director: Fiona King
DOP: Andrew Stroud
DA: Alistair MacDonald

Senior Editor: Ben Marshall
Head of Post Production: Martin Spencer
Colourist: Dave Gibson

Sound: Liquid Studios
Executive Producer: Tamara O’Neill
Head Composer: Peter van der Fluit
Senior Sound Engineer: Craig Matuschka

Recommended articles