Essex Police

Channel 4 Ad Pause

Essex Police is a territorial police force responsible for policing the county of Essex, in the east of England, consisting of over 1.7 million people and around 1,400 square miles. It is one of the largest non-metropolitan police forces in the United Kingdom, with over 2,900 police officers.

Challenge

TMH frequently buy campaigns for Essex Police who regularly lead the way in trying out new media options. We felt Channel 4 Ad Pause would be perfect for them as it’s a new way of connecting with audiences watching On Demand content on Channel 4. As campaigns can be targeted to reach different audiences in specific areas, Ch4 Ad Pause was something Essex Police thought would be ideal to target potential applicants for their Specials Recruitment campaign.

Action

TMH Media devised a campaign to target 3 different target audiences. Budgets were split 3 ways, to target mums, students and retired/semi-retired population who were based in Essex.


The campaign ran for a period of 6 weeks. In addition to bespoke targeting there were also different artworks provided that offered a strong call to action and were very clear on who they wished to attract.

Results

On a modest budget the campaign delivered 1,068 clicks and achieved a click-through rate of 5.5%. Essex Police were extremely impressed with these results.

The campaign highlights the effectiveness of using new media options to reach potential applicants for Specials recruitment. It also shows how targeting specific audience segments can be used to ensure reach and engagement with the right people for the right job.

The success of the campaign was attributed to a combination of clever targeting and creative artwork that offered a clear message and call to action. The combination of these elements made the campaign hugely successful.

On the back of this hugely successful campaign, TMH have booked multiple other Ch4 Ad Pause campaigns for various police clients.

Conclusion

Channel 4 have confirmed that the Essex Police campaign was in their ‘Top 10’ for having the highest click-through rate % across their portfolio. Naturally Essex Police were delighted with results.