HSBC UK: Cyber-Crime: a campaign that didn't add up

Banking brand HSBC ‘stole’ the identity of TV mathematician Rachel Riley to educate customers in the UK about the dangers of cyber crime.

Campaign details

Brand: HSBC UKAgency: Weber Shandwick

Summary

In an age of fake news, consumer fraud and declining trust, it is a bold move by any brand, let alone a leading retail Bank, to deliberately mislead customers in an effort to draw attention to a particular issue. HSBC UK, however, felt it was worth the gamble to increase customer understanding of the dangers of cyber-crime.

Consumers cite digital fraud as a key concern – and yet understanding about the increasingly sophisticated methods being used by fraudsters is low. With fraud dramatically peaking during Christmas, the Bank was...

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