AUCKLAND, Today: NZ Police have teamed up with EightyOne to help recruit 500 new officers — and they’re not exactly being subtle about it.
To catch attention in Auckland, five double-decker buses have been decked out in full police livery. They’re not ferrying cops or party-goers — they’re mobile reminders that Police are on the lookout for fresh recruits.
Each bus carries the message Next Step: Making a difference, helping drive a 48% jump in applications. Now, a fully wrapped commuter train is joining the mission to keep the momentum going.
“This isn’t just outdoor advertising. It’s the problem visualised — 500 officers, rolling through town every day. You can’t ignore it.” – Chris Bleackley
Jess Bovey, Brand and Marketing Manager for NZ Police, 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.”
Chris Bleackley, Executive Creative Director at EightyOne, adds, “This isn’t just outdoor advertising. It’s the problem visualised — 500 officers, rolling through town every day. You can’t ignore it.”
CREDITS
Client: New Zealand Police
Brand and Marketing Manager: Jess Bovey
Senior Communication Advisor, Campaigns: Flora Murihead
Agency: 81
Media Agency: 81 Media
Media Sales: MediaWorks
Media Owner: Auckland Transport
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