Ogilvy’s 2017 recruitment campaign for NZ Police, The World’s Most Entertaining Recruitment Video, was a remarkable success. It went viral worldwide, received 91.8 million views in its first week and achieved the highest amount of NZ Police recruits ever.
Quite an act to follow, but Ogilvy and Damien Shatford have teamed up again to conquer the challenge and keep increasing the diversity of the force. And the new video, Breaking News, which launched on the New Zealand Police Facebook page has already had a higher response overnight than 2017’s effort.
In Breaking News, the New Zealand public take over a press conference, with a bit of friendly interrogation. The idea comes from research that shows when considering applying to New Zealand Police, potential recruits are seeking out real cops and asking them questions in order to address their queries. However, not everyone knows a cop they can talk to. This campaign fills that space.
The video encourages potential recruits to sign up at newcops.co.nz, or get more answers on New Zealand Police’s new ChatCops digital platform, where they can view most frequently asked questions via video response, featuring more than 100 real police officers. Members of the public will be able to ask further questions of the ChatCops in the coming months via email and live chat sessions.
Ogilvy executive creative director, Lisa Fedyszyn, commented, “We discovered that potential recruits asked questions of cops they knew in order to help reach their decision about joining, so we wanted to provide as many answers as we could through the film. We thought creating the ChatCops platform would start up more conversations and provide the answers needed for those who didn’t have an officer to ask.”
https://youtu.be/ClAFoMw3ZHU
“The Breaking News video features our officers answering the questions most people commonly ask us before joining up, but in a fun, creative and accessible way,” explained Police Commissioner Mike Bush.
“Our organisation aspires for New Zealand to be the world’s safest country and the Government has invested significantly to help us to do this by growing our overall staff numbers. We want to better reflect the communities we serve and this means attracting new staff from all backgrounds, but we particularly need more women, Māori, Pacific Islanders and Asians. We also need people who are keen to work in Tāmaki Makaurau.
“This innovative campaign sets out to ensure any questions a potential future cop has is answered and we’re confident that will mean more people sign up to join our fantastic organisation.”
Breaking News features more than 70 real officers and police staff, with scenes spoken in both English and Te eo māMori. The video includes cameos from Hunt For the Wilderpeople cop, Oscar Kightley; Wellington Paranormal officers, Minogue and O’Leary; Lucas de Jong, Stacey Morrison and Police Commissioner Mike Bush…plus police dog, Jango; police horse, Mia, and a some familiar faces from The World’s Most Entertaining Recruitment Video.
New Zealand Police acting deputy chief executive – public affairs, Jane Archibald commented, “We are thrilled with our latest recruitment video in collaboration with our agency, Ogilvy. They have done a great job shining a light on a different perspective of our recruitment story in a way that remains quintessentially Kiwi. It’s important for us to hero our staff as our brand and ‘Breaking News’ has enabled us to do this and connect with wider New Zealand.”
Credits:
Agency: Ogilvy New Zealand
Chief Creative Officer: Regan Grafton
Executive Creative Directors: Lisa Fedyszyn & Jonathan McMahon
Senior Creative: Cece Chu
Design Director: Danny Carlsen
Head of design: Nathan Chambers
Photographers: Jamie Wright & Luke Harvey
Head of Operations: Siobhan Burke
Agency Film Producer: Matt McPhaill
Planning Director: Ben Fielding
Executive Director: Wendy Schrijvers
Project Directors: Joel Walden & Kimberley Clark
Head of Media: Rachel Anderson-Cormack Group Media Director: Gerard Duignan
Digital Media Manager: Nick Pickering
Business Director, Tātou: Jerome Mika
Head of Digital: Clare Warne
UX Designer: Kieran Savage
Head of Technology: Greg Rogan
Senior Developer: Joseph Lewis
Production Company: The Sweet Shop
Director: Damien Shatford
Managing Director: Fiona King
Executive Producer: Ben Dailey
DOP: Marty Williams
Head of Post Production: Martin Spencer
Senior Editor: Ben Marshall
Colourist: Dave Gibson
VFX: Gonzalo Deza
Sound: Liquid Studios
Executive Producer: Tamara O’Neill
Head Composer: Peter van der Fluit
Senior Sound Engineer: Craig Matuschka
Client: New Zealand Police
Deputy Chief Executive, People & Capability: Kaye Ryan
Acting Deputy Chief Executive: Public Affairs: Jane Archibald
National Manager, Marketing & Communications: Paul Halford
Senior Marketing Advisor: Helen Flannery
Senior Social Media Advisor: Jess Bovey
Acting Māori Strategic Advisor, MPES: Mere Wilson Tuala-Fata
