F/E for the Zurich Cantonal Police: Employer branding campaign
The Zurich Cantonal Police is taking a new approach to employer branding. In collaboration with FE Agentur, they have been running a campaign since March that avoids clichés and instead highlights personal qualities in everyday life.
Under the motto "Use what you already have inside you - also for the canton of Zurich." the campaign is aimed at people who live and act in this world. People who often underestimate their unique abilities, such as team spirit, tact and determination, which could make them stand out as police officers.
From everyday to professional moment
The campaign motifs do not show uniforms, but real personalities in familiar situations: doing sports, working with their hands or dragging a sofa.
After all, a job with the Zurich Cantonal Police is not a hero's cape that you put on in the morning, but a willingness to contribute your own skills and take responsibility for the security of the Canton of Zurich. The campaign implements a new approach that appeals to new target groups. It focuses on personal skills that are relevant to the police profession. Many people have strengths and traits that are ideally suited to the police profession - they just don't know it yet. This is exactly what the campaign wants to change.
Produced in-house, in use everywhere
F/E produced the campaign completely in-house - from casting and shooting to editing. It is played out on all relevant channels: social and video ads and radio spots, billboards and print ads. The campaign is complemented by an interactive online skills quiz that guides interested parties through the application process in a fun way.
"With this new approach, we want to present the police profession as a real option. We want to make it accessible, break the distance and show that this multifaceted profession also requires skills that you may not realize you have in your everyday life. In this way, we are breaking with clichés and showing the profession as approachable and a real option," explains Jonas Wittwer, Managing Director at FE Agentur.
The campaign has been live since the end of August and will be visible on all relevant channels in the coming months.
Responsible for F/EJonas Wittwer (Managing Director), Karin Renold (Managing Director), Patrik Muntwyler (Project Management) Luca Mariani (Team Leader Creation), Danusha Kuchtova, Luisa Villiger (Text & Concept), Janine Bachmann, Gioia Loretz, Sylvie Kratzer, Noemi Rohner, Nadja Heimann, Sharis Tila, Florian Kech, Reto Winkelmann, Laurent Wildberger (Creation), Leon Seierlein (Photography), Jonas Harlacher (Video)
