The document summarizes the efforts of Febelfin, a Belgian financial sector federation, to increase awareness of financial fraud through social media campaigns. It discusses two YouTube video campaigns launched in 2012 and 2013 that received millions of views and awards. The campaigns aimed to educate the public about phishing and how fraudsters operate. Febelfin also created a website and engaged in outreach to young people, families and the elderly. While internet and mobile banking popularity grew and initial fraud cases increased, fraud cases decreased in the later part of 2013, possibly due to the education efforts. Febelfin is planning another campaign in 2014 focusing on specific solutions and targeting different groups through television and other bank/organization channels.
8. WHAT?
Duval Guillaume was contacted to come up
with a social film that could generate press
attention for the problem.
GOAL? The objective was to create awareness,
without frightening people.
The request was not to talk about specific
problems or solutions.
13. AMAZING
MINDREADER
ON YOUTUBE
• 688.516 unique views out of Belgium
• 2 magazine covers, multiple pages
of free content in most Belgian
newspapers and magazines, 141
blog mentions
15. HOW DID WE
CONVINCE OUR
MANAGEMENT
TO MAKE A
YOUTUBE
MOVIE?
• A campaign that focuses on internet
safety and privacy needs a modern,
online approach
• People who do their banking online,
often are active on the internet and
look for information online
• Digital channels have the highest
affinity: with YouTube we could
easily reach one of our target
groups (families)
• YouTube allows you to elaborate a
whole story
16. THE SUCCESS OF THE FIRST
CAMPAIGN AND THE INCREASING
FRAUD CASES PAVED THE WAY
FOR A BRAND NEW CAMPAIGN...
18. DIFFERENCE
FIRST
CAMPAIGN?
• Focus on internet banking
• Focus on phishing
• Less diverting and with a darker
undertone
GOAL?
• Make people aware of the phishing
danger
• Give people an insight in the way a
fraudster works
RESULT?
• More than 700.000 views on YouTube
• Best Online Video and Best
Campaign of 2013 (European
Excellence Awards)
19. FROM AN
IDEA TO A
CAMPAIGN
1. Definition of phishing:
Internet criminals present themselves as bank
employees in order to push their victims into
communicating their personal internet banking
signature
2. Central key idea:
When a fraudster takes over your bank account, he
actually can take over your life
3. Execution:
Make a random guy a real phishing victim, clone him
and literally take over his life!
20. SOME
MILESTONES
• Decision to launch a new campaign
• Choice of a creative agency
(Duval Guillaume Modem)
• Contact of the production house (Caviar)
• Writing and editing of the script
• Production
• Research of the victims
• Montage
• Music
• Casting of the look-alikes
• Casting scenes of the online banking
purchases
• Shooting of the victim and his look-
alike
• Editing
• Finishing
22. SEE HOW EASILY
FREAKS CAN
TAKE OVER
YOUR LIFE:TV
30/09/2013: Launch of a
message of public interest on
the Belgian television (short
version of the YouTube movie)
23. DIFFERENCE
WITH
YOUTUBE
VIDEO?
• Message of 30 seconds
• Promoted for 3 weeks on the BE TV
• In collaboration with the BE government
• Different target group: BE population
GOAL?
• Make people aware of the phishing
danger
• Give people an insight in the way a
fraudster works
RESULT?
• 60% of the BE population was
reached
• Commercial TV channel: Top TV
commercial of the month September
27. VISITORS ON
WWW.
SAFE
INTERNET
BANKING.BE
• Launched in March 2013
• 7,300 unique visitors/month
• Interest for website remains high
thanks to communication efforts
Launch “See
how easily...”
(+10,000
visitors)
Message of
public interest
(+ 11,000
visitors)
Articles Constant interest
thanks to press
releases, articles, ...
28. SPECIFIC
COMMUNICATION
PROJECTS
Youngsters
• 2013: several introduction
speeches by Febelfin on phishing
on the roadshows of one of our
members
• 2014: collaboration continues
Elderly
• Articles in specialized media
• Workshops in cultural meeting
centres for the elderly
Families
• Articles in specialized media
30. INTERNET
BANKING IS
BECOMING MORE
AND MORE
POPULAR
1.8
2.4
3.0
3.8
4.6
5.7
6.6
7.4
8.1
9.1
10.1
0.0
2.0
4.0
6.0
8.0
10.0
12.0
Number of
subscriptions
internet
banking
(in million)
31. INTERNET
BANKING IS
BECOMING MORE
AND MORE
POPULAR
0.136
0.361
1.039
0.0
0.2
0.4
0.6
0.8
1.0
1.2
2011 2012 2013
Number of
subscriptions
mobile
banking
(in million)
34. NUMBER OF
FRAUD CASES
ARE DECREASING
473
365
629
305
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
Q1 2013 Q2 2013 Q3 2013 Q 4 2013
In 2013, fraud
cases went up
70% compared to
2012.
However, in
Q42013 there
was a significant
drop.
37. WHAT?
• From awareness about the problems
to education about the solutions
• From generic online banking fraud to
specific problem of phishing
This requires a completely different
approach!
GOAL?
AWARENESS EDUCATION NUDGING
38. 2014
CAMPAIGN
• Campaign for 3 target groups:
youngsters, families, the elderly
• TV and supporting channels of the
banks and Febelfin
• From awareness to action
• Period: August - September