From cop car to cinema: NZ Police and EightyOne launch rolling recruitment experience

New Zealand Police and agency EightyOne have rolled out a new kind of recruitment tool – one that comes with popcorn.

A decommissioned Police car has been transformed into a mobile mini-cinema as part of the latest activation in the Police’s recruitment campaign.

The upcycled patrol car is touring the country screening episodes of the popular Ride Along series – a candid, on-the-job look at the realities of policing in Aotearoa.

Part documentary, part entertainment, Ride Along offers potential recruits an inside view of what it’s really like to serve. With the cinema-on-wheels, that view is now more immersive and accessible than ever, says NZ Police.

Connect with future recruits

NZ Police senior communications advisor Flora Muirhead says: “We love exploring innovative ways to cut through the noise and connect with future recruits. Upcycling a Police car gives new life to one of our most recognisable brand assets.”

Chris Appelros of EightyOne adds: “Joining the Police is a big decision. This car gives people the chance to hop in, sit down and see the job up close – no pressure, just popcorn. It’s equal parts curiosity, education and conversation starter.”

The cinema car builds on a suite of unconventional recruitment initiatives from Police and EightyOne, including Police-liveried double-decker buses and a fully wrapped Auckland commuter train – all aimed at driving applications and showing the impact of a career in policing.

Over the coming months, the cinema car will visit schools, job expos and events across Aotearoa.