How do we launch a spinoff show based around lesser-known characters from Taika Waititi's 2014 Vampire mockumentary What We Do In The Shadows?

We turned a weakness into an advantage. While the main cast of the film had gone on to bigger things, Officers Minogue and O'leary were not exactly household names. So we decided to feature them (along with their equally unknown Sargeant) as actual police officers as they fronted an integrated campaign warning the public about the paranormal threat facing New Zealand.

The primary piece of communication saw Sergeant Maaka introducing his officers, and making the case for the Wellington Paranormal police force from his secret bunker office.

In public, we presented a two-pronged poster campaign. We introduced supernatural criminal through wanted posters, and we featured the two officers in a police recruitment style poster that made reference to an actual previous police recruitment campaign.

Making use of all available avenues to push the storyworld of the show, we produced a set of stunted promos that would play first-in-break during observational police documentary shows that aired on TVNZ channels. The resulting work appeared to be a segment of Police Ten 7 or Motorway Patrol, before the segment takes an absurd turn to the paranormal and introduces the show.

Taking advantage of the time we had with the main cast, we created episodic promos breaking down what viewers could expect in the upcoming episodes.

No PSA campaign is complete without rhymes.