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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