Met Police - Direct Entry Superintendent

Recruiting London's great leaders

First, we identified our target audiences and mapped the behavioural journey towards making an application. A specialist research team were commissioned to help inform creative messaging and media and channel selection. The look, feel and tone of voice of the campaign conveyed the seniority and importance of the role. We wanted to challenge individuals who already had successful careers with positive, prestigious imagery and messaging. The whole purpose of the campaign was to build brand awareness as well as a direct response. We needed to ensure high quality candidates, so the communications needed to enable those who were not the right to deselect themselves.