Brief
Drive interest from Brits in joining the Western Australia Police Force and raise awareness of WAPs active recruitment drive.
Strategy
We needed to find a fun way to sell the opportunity of serving the force, aswell as the associated lifestyle benefits. We combined the Aussie obsession with TV show, The Bill, with the UK media’s love of a TV reboot, engaging Gary Lucy to reprise his role in The Bill but with an Australian twist.
Activation
We scripted, filmed and produced a short video that teased a potential Bill return, with Gary redonning his uniform to play a copper looking to quit his British beat for a police gig on the sunny coast of Western Australia.
The video was distributed to key online media, as well as being shared widely on Gary’s own social channels, leading to widespread conversation and a spike in interest and enquiries for WA Police.
Results
The video was viewed over 1.2 million times and featured in 9 high profile press articles across titles including Mirror, Mail, Standard, Sun and OK!. We even got celebrity social engagement as singer Peter Andre reacted positively to the content.
In fact, the campaign was such a success that Western Australia Police subsequently met their recruitment targets.
