Northamptonshire Police
Driving a 240% increase in applicants
Northamptonshire Police is a territorial police force responsible for policing the county of Northamptonshire, in the east midlands of England. It responds to more than one million phone calls a year, with more than 120,000 of these being emergency 999 calls.
Challenge
Northants Police were looking to connect with various different ethnic groups for their recruitment drive. They had a limited budget and needed TMH to help with commercial production. Filming for their commercial was to take place during covid19 lockdown with a brief for it to not look like a commercial that had been filmed during lockdown so the commercial could be reused once lockdown lifted.
Action
By using some exiting footage that Northampton Police had of officers in action, Northampton Police HQ as a backdrop for filming and using serving police officers as ‘actors’ we were able to produce a ‘Covid-proof’ commercial that looked great and had a strong call to action within budget. We were able to plan a 4-week TV campaign reaching different ethnic groups that offered 60% added value, maximising their limited budget.
Results
Northampton Police were left with a beautifully shot commercial, with a strong call to action this would be able to be used multiple times ensuring the client received best value.
The 4-week campaign was highly successful with 286 applications received. Application figures from this time last year were around 80 – 90 per month so this was an increase of 240%. Northampton Police have since run other campaigns with TMH.