Getting more young people to enroll into the police academy–that was the main task that our agency had to solve through creative communication campaign. Surveys have shown that four out of five GenZs in Lithuania play video games. Moreover, this audience spends a lot of time not only playing games, but also watching game streams or related social media posts. By tapping into that we came up with idea to transfer police work to virtual GTA V environment. Three videos from the #JoinThePolice campaign have gone viral online, featuring scenes from the game in the guise of the popular local TV show “Cops”. Consequently, real policemen were raiding GTA streets meanwhile telling stories of how they catch offenders in real life.

640k views in total, 1,3 million impressions, engagement: 194k. And this was all done organically, without no digital media investment. The posts became talk of the day being actively shared and discussed upon social media.

The Lithuanian Police, 2022