The influencer-led gaming campaign was designed to drive recruitment.
The Queensland Police Service (QPS) has teamed up with two gaming streamers in an influencer-led campaign to inspire the next generation of recruits.
EssenceMediacom worked with Livewire to deliver a multi-faceted campaign platform, including content, media and Australian gaming influencers.
Gaming creators Vindooly and Berticuss brought the campaign to life by showing how gaming skills like strategy, teamwork and lightning-fast reflexes translate into real-world policing, providing a snapshot of how officers work together to create safer communities across Queensland.
The pair joined the QPS to explore the rewarding aspects of life as a police officer, then shared their experiences across Instagram, TikTok, and YouTube, giving their millions of followers an insight into the diverse career opportunities on offer.
The next phase of the partnership will see Queensland Police officers take on the influencers in a live-streamed gaming battle in November as part of QPS's ongoing 'What will you stand for?' campaign, which has already received more than 300 eligible applications from 18- to 35-year-olds.
"This collaboration with the Queensland Police Service truly showcases the breadth and depth of WPP Media's Sport & Entertainment capability, and the power of leveraging strategic partners such as Livewire," said EssenceMediacom Brisbane managing director Susan Lyons.
"By applying our insights into youth culture and the gaming community to identify and partner with the right influencers, we were able to craft a narrative that strategically aligned the virtual world to real-world scenarios.
"This is an example of the team's strength in developing innovative, data-driven strategies that push the boundaries of traditional media to deliver breakthrough ideas and results for our clients."
Police commissioner Steve Gollschewski said policing is about more than just enforcing the law.
"It's about protecting the vulnerable, solving complex problems and serving the community with integrity, respect and courage," he said.
"Our Service thrives on diversity. The broader the range of backgrounds, experiences, and skillsets our officers bring, the greater the impact we can make.
"That's why it's essential for us to engage with diverse audiences who may be inspired to join us and contribute to the safety and wellbeing of Queenslanders."
Credits:
Nikki Balfour - Acting Principal Communications and Marketing Officer, Queensland Police Service (Queensland Government)
Angela Offen - Senior Communications and Marketing Officer, Queensland Police Service (Queensland Government)
Jaclyn Brook-Keil - Communications and Marketing Officer, Queensland Police Service (Queensland Government)
Hannah MacAuslane - Head of Strategy, EssenceMediacom
Melissa Miller - Client Managing Partner, EssenceMediacom
Sarah Templeton - Group Investment Director, EssenceMediacom
Renee Fonseca - Associate Investment and Activation Manager, EssenceMediacom
Rachael Lee - Sports & Entertainment Partnerships Manager, WPP Media Sport & Entertainment
Liz Maunsell - Head of Media Partnerships, WPP Media Sport & Entertainment
Chris Hitchcock - Chief of Sport & Entertainment, WPP Media Sport & Entertainment
Shannon Donovan - Head of Client Solutions ANZ, Livewire
Kevin Armendariz - Senior Sales Lead, Livewire
Chris Johnston - Head of Strategy ANZ, Livewire
Adam Fischer - General Manager APAC, Livewire
Main image: Not Australian police, but officers in Denmark who learn to tackle crime by gaming
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Related Items:EssenceMediaCom, Steve Gollschewski, Susan Lyons