QLD Police taps gaming influencers for new recruitment campaign via EssenceMediacom
The Queensland Police Service (QPS) has teamed up with two of Australia’s most popular gaming streamers, to inspire the next generation of police recruits. The influencer-led campaign was developed by EssenceMediacom, WPP Media’s Sport and Entertainment division and Livewire.
EssenceMediacom led the strategy and worked collaboratively with Livewire to deliver a multi-faceted campaign platform; including content, media and engaging Australian gaming influencers. Our iconic gaming creators, Vindooly and Berticuss, brought the campaign to life by showcasing how their virtual gaming skills – from strategy to teamwork and lightning-fast reflexes – can translate into real-world policing, providing a powerful snapshot of how police officers work together to create safer communities across Queensland.
Swapping their gaming chairs for police boots, the pair stepped out from behind their screens to join the QPS and understand the rewarding aspects of life as a police officer. Their experiences were then shared across their Instagram, TikTok and YouTube channels, giving their combined millions of followers a unique insight into the diverse career opportunities offered by the QPS. Through data-driven media buying and campaign optimisation, WPP Media Sport and Entertainment maximised the campaign’s reach and engagement.
The next phase of the gaming partnership will see Queensland Police officers take on the gaming influencers in a live-streamed gaming battle in November.
@berticuss This was such a great experience! How do you think you would do as a police recruit? @Queensland Police #sponsored ♬ original sound - Berticuss
It’s part of Queensland Police Service’s ongoing “What will you stand for?” campaign to engage 18- to 35-year-olds which has already received more than 300 eligible applications since phase one of the campaign’s launch.
Says Susan Lyons, EssenceMediacom Brisbane Managing Director: “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. 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.”
Speaking on the campaign, Commissioner of Police, Steve Gollschewski APM, says: “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. 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.”
Queensland Police Service (Queensland Government)
Nikki Balfour – Acting Principal Communications and Marketing Officer,
Angela Offen – Senior Communications and Marketing Officer
Jaclyn Brook-Keil – Communications and Marketing Officer
EssenceMediacom
Hannah MacAuslane – Head of Strategy
Melissa Miller – Client Managing Partner
Sarah Templeton – Group Investment Director
Renee Fonseca – Associate Investment and Activation Manager
WPP Media Sport & Entertainment
Rachael Lee – Sports & Entertainment Partnerships Manager
Liz Maunsell – Head of Media Partnerships
Chris Hitchcock – Chief of Sport & Entertainment
Livewire
Shannon Donovan – Head of Client Solutions ANZ
Kevin Armendariz – Senior Sales Lead
Chris Johnston – Head of Strategy ANZ
Adam Fischer – General Manager APAC
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