We love social media which loves advertising. But for us, ads are the last thing that we prefer to watch on our newsfeed. Sometimes and somewhere, we find a funny ad film on the social page of our favorite brand and then only, we allow ourselves to tap into a promotional video. But why should an ad film be the same always? How would you feel if we show you an ad creative that grabbed a million views in no time? And let’s also tell you, it’s an ad film from neither a luxury brand nor a production house, but the police department of a country. Now that’s strange, isn’t it? Let’s delve into this path-breaking ad film.

The Concept

New Zealand Police wanted to encourage youth in the nation to join the police force. To achieve this objective, they wanted to show the significance of police services for the nation and spread the message through social media using an engaging video. Creative agency Ogilvy & Mather stepped into the action to produce a beautiful ad film that features 70 police officers, police band, and police cats. With the ever-changing point of views throughout the video, the creators did their best to reflect the diversity of the police department.

Promotion

New Zealand Police is active on all major social networks like Facebook and YouTube. So, they have completely relied on social media, rather than TV and print media. If you have some idea about social media marketing, you might know what it takes to get a huge organic engagement. But, just in a couple of weeks of sharing the video on YouTube, more than one million people watched it. And on Facebook? 6 million views, 65 thousand reactions, and 76 thousand comments and still counting. Can you believe that it’s all organic?

“We want our country to be the safest, but we can’t do it without your help. So, if you care enough to be a cop, we’ll make sure you’re capable enough.” – That’s how strong and motivational the message is! Don’t you think the campaign would reach its objectives? Yes, that’s true. This trendsetting campaign increased the traffic to the website of the New Zealand Police by 898% on its very first day itself. And the first week of the campaign witnessed a rise in profile creations by 615% with potential recruits from Asian, Pacific and Maori showing great interest. Truth be told, the campaign crossed borders to inspire Delta Police too. Don’t believe?

The @nzpolice have produced an awesome #police recruitment video. It fully exemplifies the qualities of Policing; diversity, courage, service, humour to name a few. Preview here, full video on their Facebook page. Check it out will make you smile! https://t.co/T4HoJUYA31 pic.twitter.com/6kr1fMHums

— Neil Dubord (@ChiefNeilDubord) 26 November 2017