The world's most successful recruitment video
New Zealand Police
Issue 47 | July 2018
Agency
Ogilvy
Creative Team
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
Production Team
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
Other Credits
Deputy Chief Executive: Karen Jones Strategic Communications Manager: Jane Archibald Senior Marketing Advisor: Helen Flannery Media Support: Garry Boles 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
Date
December 2017
Background
New Zealand is one of the most multicultural countries in the world, but sadly it’s not reflected in their police. In 2017, New Zealand Police was: 80% white, 70% male. So, they set out to correct this imbalance by attracting a more diverse range of police officers.
Idea
They needed something unlike every other police recruitment video. They needed a recruitment video that talked to their diverse nation and reflected the people they wanted to recruit. So, they used 70 diverse, real officers to deliver their message. And they appealed to those who normally wouldn’t consider joining, by showing a different side to the police. The video also brought to life the diversity of the careers within the police.
Results
Within a week of its release, the video spread worldwide, reaching 91.8 million people. It also had a month’s worth of enquiries in the first 24 hours, was the number 1 trending video on YouTube and Facebook, received a 31,422% return on media spend, and saw an 898% increase of visits to newcops.co.nz. But most importantly, it saw a 615% increase in diverse profiles created and NZ Police received the largest number of female recruits in its history. Making it the most successful recruitment film ever.