Wunderman Thompson has collaborated with the Victoria Police in Australia to launch a new recruitment campaign with the goal to drive more interest in serving in the force.
The New York-based global marketing communications agency’s Melbourne wing recently won the pitch and then produced an inspiring ad campaign for the police.
It highlights values that the police in Victoria nurture and aims to get viewers to pursue a higher meaning in life.
The campaign inspires, motivates and gives confidence to those in doubt about whether a career with the force is right for them.
“Victoria Police is made for ambitious people looking for a more challenging, more rewarding and more purposeful career,” stated the organization.
Wunderman Thompson pitched in to say that the focus of the campaign was to show the benefits of joining the Victoria Police.
“To connect with our audience, we needed to show the rewarding nature of joining Victoria Police and the many career paths open to them beyond their first year,” said Steph Gwee, associate creative director at Wunderman Thompson.
She went on to describe the ideation and execution of the campaign.
Victoria Police boasts inclusivity, safety, respect and career progression among other things. Wunderman Thompson sought to capture those qualities in its campaign and managed admirably.
The ad follows a team of police officers as they investigate and solve several of situations and crimes around town.
The 45-second spot depicts police officers as confident, calm and well-carried individuals who are meticulous and devoted to their jobs.
It demonstrates skills that the Victoria Police expects out of its future recruits, but more importantly, the virtues that people whom they’re supposed to protect expect out of police officers.
The latest marketing campaign will run on TV, in cinemas, on the radio and in the press. There will also be out-of-home, digital and social media segments of the campaign.
Wunderman Thompson adds yet another successful campaign to its growing portfolio of global partnerships and Victoria Police is bound to get more attention from this effort, especially given all the channels the ad will run on.