In this guest post, CEO of The Brand Institute of Australia, Karl Treacher, examines the witty new recruitment ad for the New Zealand Police Force (check it out below) and says its a great example of reputation and brand that any business can learn from…
From airport ground crew performing a haka to welcome the All Blacks home, to Air New Zealand’s Tolkien inspired safety videos, It comes as no surprise that another New Zealand institution has delivered a lighthearted, humorous and category challenging Ad. To many it’s just that. An Ad. A good, fun Ad.
But for this brand and its reputation, it’s an investment in a reputation rebrand. The ROI on this execution goes well beyond awareness and recruitment. This Ad is a new neon light for a government service department struggling for credibility and public favour. A department known by some as “Pale, male and Stale”.
This latest execution by Ogilvy & Mather New Zealand follows on from an excellent campaign last year, a series of stirring reality-based clips illustrating the police force’s interest in delivering on their core values of integrity and empathy. Both campaigns are first class and both showcase the New Zealand Police Force’s commitment to shifting it’s brand image and reputation. However, like all advertising, the impact on a conditioned audience is limited, even if it is done exceptionally well.
The New Zealand Police Force have an internal slogan “look the part, be the part”. A nice succinct symbol encouraging its people to set a standard and deliver to it. From a reputation standpoint that’s exactly what’s now needed. Deeds, not words. As far as I’m concerned their advertising and promotion has done all it can. It’s now time to limit if not eradicate future media stories suggesting corruption, a weak independent civilian oversight body (IPCA) and general lack of interest in public complaint. All themes that have dogged this brand (NZ Police) for the past decade.
When it comes to shifting and enhancing reputation there are generally six to nine key drivers depending on the brand and industry, but for a government service brand like the police, it ultimately comes down to Leadership, Governance, Culture, Public Experience and Media Management. Changing a large organisation’s reputation is a delicate and enormous undertaking, Something akin to tuning an orchestra once, and then keeping every instrument in tune…always and forever.
In Australia, our various state-based police departments have their own reputation issues, strengths and opportunities yet none of them have set an expectation as positive nor high profile as NZ Police Force. In terms of making promises and setting expectations, a great deal can be learned from how the NZ Police Force have approached an unfortunate and all too common reputation issue. How the NZ Police Force brand and reputation evolves from here is dependant on a well planned, expertly executed program of systemic policy and behavioural change initiatives. The result of which could provide a templated gift for us and our police across the ditch.
Nine claimed the most watched show of the night (its 6pm news bulletin) and best rating reality show (Celebrity Apprentice), however, it wasn’t enough to give it a Sunday night win, with arch-rival Seven pinching the crown. All numbers are OzTAm metro. Seven won the night – namely thanks to its AFL coverage – taking […]
A British man has made the headlines after he savaged an ice-cream vendor on Facebook for slugging him £10 ($A18.30) for two ice-creams with a Flake. Apparently the high cost of the ice confection treat is due to the current heatwave in the UK (temperatures topping 27 degrees in places) that’s led to people overwhelming […]
Adani – the Indian-based multinational that owns the highly controversial coal mine in Queensland’s Galilee Basin – has jumped on the corporate goodwill bandwagon, releasing a climate activism video. The one-minute, 20-second video is called “#ican” and, rather than point the blame at corporates for climate inaction, it infers it’s more an individual’s responsibility. The […]
Facebook is has announced a partnership with Australian Red Cross Lifeblood (Lifeblood) across Australia to help top up the nation’s blood supply with much-needed new donations. Launching as part of Lifeblood’s National Blood Donor Week (14-20 June), Facebook’s new Blood Donations feature has already helped over 100 million Facebook users sign up to receive notifications […]
Twilio Segment has announced the launch of Journeys, a new product built on the Segment CDP that allows marketers to easily build sophisticated customer journeys and orchestrate personalisation at scale, through every channel, and across their entire customer experience stack. A customer journey is the entire experience a customer has while interacting with a brand, over […]
Insight agency TRA has asked 1,000 New Zealanders about their favourite ads, and the top ten ads most liked by the public are also very effective at achieving business results. According to the findings, ASB’s “Ben and Amy” has taken the number one spot, with nearly twice as many people mentioning this ASB campaign as […]
In this guest post, Andy Mellor, regional vice president, ANZ at Kofax, asks what does customer experience look like in this era of privacy and risk? “You never get a second chance to make a first impression.” If only you had a dollar for every time you heard this saying, right? When we talk about customer […]
A French influencer has been snapped travelling in economy despite posting a photo of herself flying business class on social media. Océane El Himer, a Dubai based French model and influencer, posted a photo of herself posing in front of a business class seat on a recent flight, with the caption “Next stop: Monaco. Je […]
Aussie actor and media personality Shane Jacobson has joined forces with Sydney Water to launch a new water conservation campaign called Turn it off, Bob – urging us to think differently about our relationship with water. The campaign launched yesterday, and features Jacobson in character as the likeable larrikin, ‘Bob’, whose long steamy shower sparks […]
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]