Campaign details

Advertiser: New Zealand Police
Brand: New Zealand Police
Agency: Ogilvy New Zealand Auckland
Country: New Zealand

Objectives

  1. Our objectives for this campaign:
  2. Generate +16% growth in applications to 388 recruits per month, including an:

    Increase of monthly applicants by target groups:

    • Female +16%
    • Maori +16%
    • Pacific +17%
    • Asian +15%
  3. Our marketing objectives:
    1. Talking
    2. We knew that success would also come by triggering conversation about a police career amongst the target audience. Conversation that would get us into the world of our hard to reach audiences.

    3. Sharing
    4. We would also need to get reach well beyond our media spend so the act of sharing the content and conversation would also be vital to our success.

    5. Visiting