UPDATE: Three days after it was released, NZ Police’s Most Entertaining Recruitment Video had achieved 1.4 million views, and there had been an 800% increase in traffic to the New Cops website.
There was a 615% increase in profiles created by potential new cops in the video’s first week with a huge increase in interest from Asian, Pacific and Maori potential recruits.
Police chiefs in America, the UK and Australia have been sharing their praises.
Police Chief Mark Walsh of the Hampshire Police in the UK tweeted, “The NZ Police have done it again and produced an awesome police recruitment video. It fully exemplifies the qualities of policing; diversity, courage, service, humour to name a few.”
San Diego Police Department Chief Shelley Zimmerman even piggybacked off the campaign posting, “Well done NZ Police – we are hiring too.”
This is the story of the campaign Ogilvy NZ created to attract more new NZ police:
It’s a high action police drama. With funny bits.
It features more than 70 actual cops, the police band, police dogs & cats, an Eagle helicopter, the AOS, William Waiirua, Black Ferns and the Commissioner, Mike Bush.
It’s Ogilvy & Mather New Zealand’s recruitment ad for the NZ Police, directed by The Sweet Shop’s Damian Shatford.
It’s unlike any recruitment ad you’ve ever seen. But because great ads get copied, you’re likely to see it again (and again), somewhere, in some form, for someone, sometime soon.
“New Zealand Police are striving to increase our overall staff numbers over next three years to meet our objective of being the safest country, and to deliver on the Government’s signalled staffing increase,” police commissioner, Mike Bush explained.
Ogilvy group creative director, Lisa Fedyszyn, commented, “It was an extremely fun, yet at the same time, challenging project to bring to life. There were many important puzzle pieces we kept moving around to guarantee we delivered the right message with the right tone.”
Ogilvy executive creative director, Regan Grafton, added, “We believe this video celebrates the kind of recruits New Zealand Police want on their team – ones who bring their own unique and diverse qualities, skills and quirks to the job.”
The three-minute video was released last weekend on the New Zealand Police Facebook page, and Recruitment site. It will be released in other media, in various lengths in the coming weeks.
Credits:
Agency: Ogilvy & Mather New Zealand
Executive Creative Director: Regan Grafton
Group Creative Directors: Lisa Fedyszyn & Jonathan McMahon
Art Director: Sam Henderson
Copywriter: Kent Briggs
Design Director: Danny Carlsen
Design Producer: Dave Preece
Head of Operations: Siobhan Burke
Producer: Steen Beech
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
Dircetor’s Assistant: 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
Client: New Zealand Police
Deputy Chief Executive: Karen Jones
Strategic Communications Manager: Jane Archibald
Senior Marketing Advisor: Helen Flannery
Media Support: Garry Boles
