Campaign details
Agency: OLIVER
Driving consumers to a new Fraud Fighter Tool to save £10bn per year.
Strategy
Online fraud costs people in the UK £10bn each year through scams such as phishing and page-jacking. Barclaycard created the Fraud Fighter Tool to help people protect themselves.
The challenge was that to engage consumers in a very dry sector, comms needed to be something special. To make matters trickier, most people just don't believe fraud can happen to them - so apathy was a big problem.
"Engage then educate" was the chosen strategy to encourage the audience to act, and...