Is there a shortage of police? Ogilvy helps! MARKETING SECRETS

A story about police recruitment that was turned into a joy project by one of the world's best advertising agencies.

The local government and police have been ambitiously striving for years to make New Zealand the safest country in the world. To achieve this, they first had to overcome the increasingly pressing labor shortage: at the beginning of 2017, at least a hundred employees were missing from the professional staff.

Ogilvy builds on diversity

Ogilvy & Mather New Zealand was commissioned to launch a comprehensive recruitment campaign among the 18-24 age group, with a wide range of skills and abilities, from diverse ethnicities and backgrounds, and a multicultural population.

The campaign was built on this diversity, which characterizes police work just as much as it does the New Zealand population. The challenge was how and with what tools they could convey this message most authentically. Regan Grafton, the creative director of Ogilvy NZ, decided to involve local professionals in the project, who eagerly took on the task.

Mike Bush, Police Commissioner, New Zealand Police

In the nearly 3-minute advertisement, more than 70 police officers (including a professional service dog and cat), an Eagle helicopter and its pilot, a full police band, and members of the special forces (AOS) showcase the diversity of police work. Several officers also participated in the collaboration, including Police Commissioner Mike Bush.

New Zealand celebrities also joined the joy project: the captain of the Black Ferns rugby team, fellow police officer Fiao’o Faamausili, and the Maori-born social media influencer William Waiirua, known for his incomprehensible dance moves.

The striking Zion Leaupepe appears at the beginning and end of the recruitment video: he was a rookie of the New Zealand police at the time of filming.

„We believe that this video is a worthy celebration of the new colleagues of the New Zealand Police, who bring their unique and diverse personalities, skills, and quirks to work..” (Regan Grafton, creative director, Ogilvy NZ)

Recruitment campaign with Kiwi humor

The video first appeared on the New Zealand Police Facebook page and began its triumphant journey: within less than 24 hours of its release, it garnered 1.2 million views and 20,000 shares. On the campaign landing page (newcops.co.nz), hundreds of potential applicants registered in a short time, including many Maori, Asian, and Pacific Islanders.

The „Kiwi humor” that defines the mood of the video, along with the diverse local patriotic characters, makes this film very lovable and entertaining, which has been positively received worldwide.

„We encourage people to continue sharing the video through their own social media channels and to tag anyone they think would make a great cop.” (Mike Bush, Police Commissioner)

The viral spread was aided by several factors. The biggest achievement was successfully involving local professionals in the project (the agency had previously had successful collaborations with the New Zealand police), who conveyed the message authentically. The participants present a cohesive team showcasing the undeniably diverse, dynamic, and exciting police work. The chase-based choreography effectively conveys this dynamic, creating a feeling as if we are watching a trailer for our favorite police series.

Kiwi humor works brilliantly globally as well – the best proof of this is the worldwide success of the recruitment video.