Title | COLLAPSED MAN |
Brand | NEW ZEALAND POLICE |
Product / Service | NEW ZEALAND POLICE |
Category | D03. Webisodes / Series |
2 of 3 Campaign | |
Entrant | OGILVY NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | OGILVY NEW ZEALAND Auckland, NEW ZEALAND |
Production | OGILVY NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Regan Grafton | Ogilvy & Mather NZ | Executive Creative Director |
Oliver Maisey | Ogilvy & Mather NZ | Executive Creative Director |
Darren Wong Kam | Ogilvy & Mather NZ | Creative Group Head |
Kate Rhodes | Ogilvy & Mather NZ | Agency Producer |
Paul Hankinson | Hanko Ltd. | Creative director |
Paul Pritchard | Ogilvy & Mather NZ | Chief Digital Officer |
Matt Knight | Ogilvy & Mather NZ | Art Director |
Kieran Beck | Ogilvy & Mather NZ | Copywriter |
Christina Mossaidis | Ogilvy & Mather NZ | General Manager |
The current perception is that being a cop requires physicality and toughness, while it’s true in part, modern policing is more about working with communities and understanding the people within them to make a change for the better. That’s why we targeted recruits who strongly identify with qualities like empathy and compassion. To make our point clear we wanted to show our audience exactly the type of person we were looking for. We secretly filmed a series of social experiments that highlighted real-life situations and how the public reacted, showing those who stepped up and helped others in need. These films were released online using social channels. In this film a man collapses on the sidewalk of a busy Auckland street clutching at his chest clearly in pain. Over 25 minutes of filming around 100 people walked by with the opportunity to help but only 21 did.
As community engagement continued to build we leveraged a leading news broadcaster and secured an exclusive screening of the second social film free to air on national TV – worth an estimated $55,000 on rate card. Within a day, the experiment was once again front-page news around the country and the world, as the campaign continued to grow and the ‘care’ message was syndicated throughout the community including a 5 minute discussion on More FM’s daily morning drive show.
The campaign over achieved in all criteria. Our core objective was to increase the number of female recruits and ethnic minorities: Currently NZ Police comprises of 19% female officers, we achieved 41% female applicants – a gender increase of 115%. Currently NZ Police comprises of 20% ethnic officers, we achieved 45% ethnic applicants – a minorities increase of 125%. 3.9+million views on the NZ Police recruitment page since launch 50,000 reactions, 6000 comments and 17,000 shares on the NZ Police page And an estimated global reach of over 60 million across the campaign
Research confirmed that our target audience of 18-29 year olds are a generation that cares. They are inspired by ideals, want to live in a better world, support worthy causes and actively seek employers with a purpose. What they didn’t know about themselves was that they were already on the tipping point of becoming Police - they just needed help over the line. We needed to show them that a career in the Police Force was their opportunity to create change and make their community a better place. Our creative idea therefore needed to act as the catalyst that would trigger a “moment of realization” amongst our audience giving them the impetus to act. The creative platform was built around the call to action; Do you care enough to be a cop?