New police, now boarding

NZ Police and creative agency EightyOne are teaming up to recruit more police officers.

With a goal of adding 500 new cops to the force, the challenge is to make the police stand out in fresh, unexpected ways.

To target the biggest population centre and key recruiting area, five double-decker buses wrapped in police livery have recently appeared on Auckland streets.

Branded with the message “Next Step: Making a difference,” the buses have already driven a 48% surge in applications.

Now, a fully wrapped commuter train is on the tracks.

Jess Bovey, NZ Police’s brand and marketing manager, says: “We’ve got big brand power and we’re not afraid to use it. Our marketing has made a lot of noise over the years, and bringing EightyOne on board has complemented our team really well.”

EightyOne’s executive creative director Chris Bleackley adds: “This isn’t just outdoor advertising. It’s the problem visualised – 500 officers, rolling through town every day. You can’t ignore it.”