Lithuania needs more police officers. However, young people interest in enrolling to police academy was too moderate. Our campaign brought policeman work (and actual police officers) into virtual GTA V environment. 4 videos have gone viral online, featuring scenes from the game in the guise of the popular local TV show “Cops”. 1.3M impressions and 640k views (all achieved with zero media budget). Finally, a sharp YoY rise in police academy application count: +18.2%.
#JoinThePolice
Awards
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Integrated & Innovation
Branded Content
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Lithuanian Police
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Bronze Award Interactive & Mobile Any OtherShortlist Integrated & Innovation Branded Content
DRMAX CHEAT CODE
THIS IS LOCCO
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Bronze Award Integrated & Innovation Branded Content
My name is my story
Inter Media House & Alkemy / MilanoAlkemy / MilanoFC Internazionale Milano / MilanoJackleg Studio / Milano
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Silver Award Integrated & Innovation Product / Service InnovationBronze Award Integrated & Innovation Branded Content
RosaLilaLand
Demner, Merlicek & Bergmann / DMB. / Vienna