Campaign details

Brand: HSBC UK
Agency: 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 keen to engage and educate consumers on the issue.

To do this, we collaborated with celebrity maths wizard and famous UK TV host, Rachel Riley, in a campaign that combined creativity, innovative technology and a brave communications strategy to cut through consumer complacency. Timed to coincide with Cyber Monday (26th November 2018), the campaign took Twitter and earned media by storm. Posts on HSBC's channels alone drove over 73 million impressions, the campaign videos gathered over 14.2 million views, and celebrities, Members of Parliament, fraud organisations and regional police forces applauded the initiative.

Challenge