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.

2. SAFE
INTERNET BANKING
Wien de Geyter – Secretary General
Isabel Renneboog – Communication Manager

3. SEE HOW EASILY
FREAKS CAN
TAKE OVER
YOUR LIFE
04/07/2013: Launch of the
video on YouTube

4. GOING BACK IN
TIME...

5. COMPARED TO 2011
FINANCIAL FRAUD CASES
INCREASED ALMOST
1000% IN 2012

6. NUMBER OF
FINANCIAL
FRAUD
CASES IN
BELGIUM
21 48 37 3 1
94
1003
1772
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2006 2007 2008 2009 2010 2011 2012 2013
Before 2012:
fraud cases
were very
limited

7. FEBELFIN CONTACTED A
COMMUNICATION AGENCY TO
COME UP WITH AN AWARENESS
CAMPAIGN

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.

9. AMAZING
MINDREADER
25/09/2012: Launch of the first
awareness campaign

10. AMAZING
MINDREADER

11. AMAZING MINDREADER:
MORE THAN 11 MILLION VIEWS
ON YOUTUBE WORLDWIDE...

12. ... MANY AWARDS

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

14. HOW DID WE
CONVINCE OUR
MANAGEMENT?

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...

17. SEE HOW
EASILY
FREAKS CAN
TAKE OVER
YOUR LIFE

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

21. STAFF
FEBELFIN
BOARD OF
DIRECTORS
WORKING
GROUP OF
BANK
MEMBERS
DECISION
PROCESS

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

24. REACHING TARGET GROUPS WITH
OTHER COMMUNICATION
CHANNELS

25. WWW.
SAFE
INTERNET
BANKING.BE

26. EDUCATIONAL
MOVIES
NEWS
ITEMS
WWW.
SAFE
INTERNET
BANKING.BE
DETAILED
INFORMATION
ON FRAUD
TECHNIQUES

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

29. DOES ALL OF THIS HAD
ANY EFFECT?

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)

32. WHERE DOES THIS
POPULARITY COME FROM?

33. INTERNET AND MOBILE
BANKING ARE SAFE,
CONVENIENT AND QUICK
WAYS TO BANK

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.

35. WHAT IS ...
NEXT?

36. 2014 CAMPAIGN

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

39. WHY TV AND OUTDOOR?

41. THANK YOU
FOR YOUR
ATTENTION