omni channel Campaign
National
detective
programme
We’re on a mission with Police Now to transform communities across the UK by recruiting and developing outstanding graduates to be leaders on the policing frontline!
Career changers
A national campaign to convince the right graduate career changers to join the mission to transform society and become Police Detectives.
A Renegade big idea creative strategy rolled out across: website; social media; search; digital display; podcast & webinars; email; TV; radio; press; print and events.
Big strategic ideas!
Attracting the right candidate is tricky: we needed over 2,000 graduates across any degree discipline with two years’ post graduation work experience who fit a particular set of core competencies, making them ideal candidates for such a unique and challenging role: investigative mindset, empathic connector and resilience.
Do You Notice? uses a layered content strategy increasing interactivity across the consideration, compelling candidates to imagine themselves in the role, and question their perceptions of who joins the police.
National targeting
Audience research and consultation with senior police detectives to develop a campaign across three phases to drive interest, engagement and debate.
1. Big campaign message:
Radio, TV, digital display, PPC, and an informative website answering candidate questions
2. Deeper engagement:
Breadcrumbs to discover across Social Media and SEO; revealing real detective interviews
3. Re-targeting with first and zero party data:
Re-targeting lead creative through digital display, PPC & organic social throughout the consideration journey
Regional radio
A targeted regional radio broadcast programme resulting in 40% rise in website traffic.
”When I first heard it, I actually pulled over, and turned my radio up.”
Police Now National Detective Programme participant.
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