Northumbria Police

Channel 4 Ad Pause

Northumbria Police is the largest police force in the North East by geographical area and number of officers.

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Challenge

Having previously ran multiple campaigns with TMH, Northumbria Police were keen to try Ch4 Ad Pause when TMH recommended this as a great way of targeting specific audiences within their area. The campaign was to run asap so needed to be planned and put together on a tight timeline.

Action

TMH Media devised a campaign to reach all adults within the desired demographic groups, across areas chosen by Northumbria Police. Bespoke copy for each audience profile was provided, with integrated QR codes and clickable URLs. This provided seamless, multi-platform access for potential applicants to respond directly to the call to action, maximizing engagement and conversion potential.

Results

Northumbria Police confirmed that the Channel 4 Ad Pause was the standout performer of their campaign for recruiting Specials, significantly outperforming other elements and exceeding expectations. The client was extremely happy with the results generated. It was reported that the campaign generated 74 registrations for the recruitment event, which led to 21 applications. Northumbria Police have since gone on to run 4 Ch4 Ad Pause campaigns and have regularly worked with TMH for many years now.