I keep it to myself

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Financial institutions

Desjardins, National bank, and Laurentian Bank

Desjardins, National Bank, and Laurentian Bank teamed up to address the issue of online fraud. Fraud and identity theft can cause considerable financial and psychological distress to the victims. To prevent this matter, the partnering institutions intended to promote a better understanding of the risks involved, awaken end users’ critical sense in regards to the disclosure of their personal information on the web and, to a greater extent, help them develop safe online behaviour.

Ressac was appointed by a consortium of three financial institutions to create an integrated campaign using multiple digital platforms in order to educate Quebecers on the dangers of phishing and online identity theft in the forms of quizzes, videos, articles, and useful tips.

Challenge

Other than the challenge of popularizing the technological complexity behind phishing, deconstructing the perception of ‘’it only happens to others but certainly not to me’’ as well as addressing the risks and explaining the pitfalls of bank fraud within a very large target audience (adults from 18 to 64) was also necessary.

Solution

To reach the objective of awareness and education, an integrated campaign including a bilingual responsive website was developed to address this issue in three dimensions : what the risks of bank fraud are, what are the pitfalls and how to self-protect. The presentation was both informational ( short articles) and practical (quiz). To maximize visibility and generate buzz, a social component has been curated with the creation of a new Facebook page dedicated to the initiative. On this page, the content on the microsite as well as native content developed with media partnerships and related articles were shared and targeted to different audiences.

What are the risks?

What are the traps?

How can I protect myself?

Results

Following our expertise

The campaign results reveal that the communication angle adopted to target specific people in a very niche market has been proven extremely effective:

  • PARTICIPANTS

    3.5 millions of Quebecers joined during the campaign

  • CONSULTATIONS

    87,250 consultations on educational guide and interactive quizzes

  • VIEWS

    1.1 million views of a viral video produced by ressac, featuring victims of identity theft

INTEGRATED DIGITAL CAMPAIGN MADE 100% BY RESSAC : STRATEGY, CURATION, PRODUCTION, PROMOTION AND PERFORMANCE MANAGEMENT