Palavra: Anti Fraud Music Video

ClientBKM
Date2019
Category

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Financial fraud has been a very important issue for the banking industry. Even though softwares and A.I. systems have been used to eliminate any risk, the human factor is there and always will be, ready to be abused by cheaters.

There is a very common method of fraud named Social Engineering in which one was contacted by a stranger acting as a police officer or a legal authority. (similar to Nigerian Letter cases) Sometimes the threat comes in a form of “a big prize” or “a big threat”. In most cases the victim panics, shares account passwords etc. and loses vast sums of money.

Approach

Our mission was to warn all banking users in Turkey about this type of threat and keep them safe and sound. But there was this very big challenge, if we freak them out, they might lose all their trust in digital banking.

And nobody wants such thing. Am i right?

Challenge number 2, who would want to watch a PSA about “data protection” in anyways??

We tackled these two challenges together with FCB Istanbul. And the result was two music clips featured a 70s song (Hint: Old people were by far easily trapped in fraud (Thank you captain obvious =) )) and introduced a catch phrase: “Palavra” (means “empty words” in Turkish)

Results

After the campaign, reported number of frauds were reduced by %50 and value of financial loss was reduced by %38 in the entire Turkish Market.

Campaign won multiple awards from Crystal Apple, Felis, Sardis Grand Prix, Istanbul Marketing Summit. (waiting for Effies and IAB Mixx results)

Featured in news more than 30 times on TV and 120 times on newspapers and tripled the actual budget by generating PR value.

Also the campaign was selected one of the top ads of 2019 in Youtube Ads Leaderboard (based on shares and organic views)

Enjoy the series with subtitles: