New Zealand Police Promo, Case study EXTRAORDINARY STORIES by Ikon Communications

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EXTRAORDINARY STORIES

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market New Zealand
Agency Ikon Communications
Executive Creative Director Dave King
Art Director James Bowman, Rene Van Wonderen
Copywriter Nicci Doak
Released July 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: NEW ZEALAND POLICE
Product/Service: POLICE RECRUITMENT
Media Agency: IKON COMMUNICATIONS, Wellington, NEW ZEALAND
Communications Strategist: James Roberts (Ikon Communications)
Managing Partner: Lee Parkinson (Ikon Communications)
Trading Director: Gerard Duignan (Ikon Communications)
Executive Creative Director: Dave King (M&C Saatchi)
Art Director: James Bowman (M&C Saatchi)
Art Director: Rene Van Wonderen (M&C Saatchi)
Copywriter: Nicci Doak (M&C Saatchi)
Account Director: Christina Mossaidis (M&C Saatchi)
Artist: Otis Frizzell (Independant)
Media placement: Ambient - Street Art Installation - 1st July 2011
Media placement: Outdoor - Posters - 1st August 2011
Media placement: TV Campaign - 40 Spots - TVNZ U - 28th July
Media placement: Digital Banners - Various Sites - 7th August

Insights, Strategy & the Idea
New Zealand is a small, yet vastly multicultural nation. With a population of less than 4.5 million, supported by only 11,000 Police officers, the challenge for the NZ Police was aligning their demographic with the increasingly diverse populous. Non European ethnic groups, youth and females represent the biggest challenge to recruit as the general perception is that a job in the Police is for European males.

The NZ Police urgently needed 100 candidates from underrepresented groups to address this imbalance.

Faced with an audience that is difficult to recruit, along with a declining budget (-31% YOY), the NZ Police faced significant challenges.

The Christchurch Earthquake, the most significant natural disaster in our history shifted New Zealanders’ perceptions of the Police from being ‘enforcers’, to the ‘extraordinary role’ they play within communities. The insight was to bring these ‘extraordinary stories’ to life, in an extraordinary way.

Creative Execution
We chose to tell these extraordinary stories using ‘Street Art’. Unsanctioned, Street Art is typically associated with Police enforcement rather than recruitment and offered an instant juxtaposition to canvas our extraordinary stories onto.

Working with renowned Street Artist – Otis Frizzell, three separate installations were created in New Zealand’s largest centres each one capturing a moment from true New Zealand Police stories.

To further explain and amplify the stories, we enlisted the country’s largest youth channel to create mini documentaries detailing the extraordinary stories.

Posters of the installations ran throughout the country amplifying the communication even further to a wider audience than could have been reached just through the installations themselves. QR codes were placed on the posters so our audience could easily access the stories behind the artworks.

The key visuals were transferred into display banners and provided a response trigger for the awareness generated of the ‘extraordinary stories’ installations.

Results and Effectiveness
The results were staggering.

Over the duration of the campaign:

-Visits to Newcops.co.nz increased 277% increase and over 2,500 people took the induction seminar.

-Successfully engaged with more quality people within 18 – 25 YO audience (47% of attendees)
Facebook ‘likes’ increased by 19.8%.

-New candidates signed up was 188 (target 100) and all key audiences were over represented within this pool.

-The campaign generated significant media coverage and debate, both locally and globally including major media sites like Metro UK, Spiegel Online Germany and popular culture blogs such as Perez Hilton and The Daily What.