Re:scam|短视频|广告营销案例【ADGuider广告指南】

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回复: 骗局

案例简介：概要 Netsafe 是非营利非政府组织，致力于让互联网对每个人都更安全。但近年来，网络钓鱼诈骗已经稳步发展到全球约 120亿美元的行业。这主要是由于网络钓鱼诈骗周围的沉默和所有人口统计中互联网使用的增加。网络安全不是人们兴奋的事情。我们需要他们。网络钓鱼诈骗已经成为所有人的烦恼，但生活破坏了许多人。那些知道如何识别诈骗的人可以在收到诈骗时删除它们，但这无助于保护他们的邻居、祖父母、同事和朋友。与此同时，技术进步使得聊天机器人变得非常像人，在某些情况下非常有帮助，但它们也有非常无益的力量。我们看到了这方面的潜力。战略从项目开始，我们就与 Netsafe 密切合作，利用他们丰富的知识和数据见解。我们知道我们需要一种多层面的武器来打击破坏他们行业、参与用户以及教育的骗子。任何有互联网的人都是我们的目标受众。从一开始，我们就小心翼翼地不要把任何人口描述为 “典型的受害者”，因为这与人们普遍认为每个人都面临骗子的风险相反。这反映在 Re: scam 和它的许多面孔中。我们的行动呼吁仍然是简单和一贯的。将所有诈骗转发给 me@rescam.org。所有其他接触点都从第一次行动中流出。作为一个错误的目标，Re: scam 增加了对诈骗电子邮件的响应率。这使得数字游戏对骗子和损害他们的利润。相关性我们知道我们攻击网络钓鱼诈骗者的最佳武器是使用他们用来攻击我们的东西: 电子邮件。Re: scam 的核心是使用与正在战斗的罪犯相同的媒体和技术。但是它不需要成千上万的运营商，而是使用一个聪明的电子邮件机器人和数百万粉丝。这个问题的解决方案对称是 Re: scam 如此有效和容易参与的原因。骗子自己在电子邮件中为我们生成内容，用户通过社交媒体分享这些对话扩大了覆盖面。结果回复: 诈骗已经赢得了超过 2.79亿的潜在印象，并开始了关于电子邮件诈骗的全球对话。通过电子邮件通信和社交媒体，它继续教育数百万人了解在线诈骗的变化。迄今为止，Re: scam 已经向骗子发送了超过百万封电子邮件，总共浪费了他们 5 年多的时间。向国家和全球网络犯罪机构提供了关于趋势诈骗、诈骗技术和 ip地址的持续数据流。除此之外，Re: scam 已经成为被诈骗但没有与当局交谈的人的联系人。这些受害者都直接被转介到 Netsafe，在那里他们得到正确的建议和支持。执行经过一年的开发和测试，Re: scam 在世界骗子身上被释放。我们首先与当地电视新闻分享了 Re: scam，然后在网上发布了一段视频，在这段视频中，Re: scam 向世界介绍了自己，并有一个简单的指令: 将诈骗转发给 me@rescam.org。直播后 24 小时内: 骗局已经全球化。正如所希望的那样，Re: scam 让人们到处谈论诈骗。Re: scam 通过各种社交媒体账户加入了对话，通过这些账户，它可以教育和更新追随者和影响者，了解如何避免诈骗。在 rescam.org，人们可以遇到聊天机器人 “面对面”。它以我们最喜欢的对话为特色，并更新了项目浪费的时间。通过 rescam.org，人们可以连接到 Netsafe 寻求建议和受害者支持。随着源源不断的诈骗数据被警察、国际刑警组织和联邦调查局等打击网络犯罪机构共享。活动描述 Re: scam 是一种人工智能聊天机器人，旨在做一件你不应该做的事情: 回复诈骗。当你将任何可疑的电子邮件转发给 Re: scam 时，它会识别出 scam 电子邮件，然后开始与骗子进行永无止境的对话，这样他们就可以浪费时间与聊天机器人交谈，而不是真正的目标。Re: scam 使用 IBM Watson 分析电子邮件，并增加其不断增长的词汇。由于有多个人物，并且能够生成虚假的账户信息 (包括信用卡号码、银行账户信息和邮政地址)，骗子不可能知道他们在和电脑说话。用户可以查看和分享他们发起的对话，推动重要的全球对话。骗子不断发送的电子邮件提供了有趣的内容，但也提供了关于趋势诈骗的最新数据。Re: 诈骗是利用这一点通过社交媒体教育人们，并与网络犯罪机构分享所有诈骗信息。

回复: 骗局

案例简介：Synopsis Netsafe is non profit NGO That fights to make the internet safer for everyone. But in recent years phishing scamming has steadily grown into an estimated $12 billion industry world wide. This is largely due to the silence around phishing scamming and the increased internet use across all demographics. Cyber security is not something people get excited about. We needed them to be. Phishing scams have become an annoyance to all, but life destroying to many. Those who know how to recognise scams can delete them when they receive them, but this does nothing to protect their neighbours, grandparents, colleagues and friends. Meanwhile, technological advances have allowed chatbots to become remarkably human-like and in some cases very helpful, but they also have the power to be extremely unhelpful. We saw potential in this. Strategy We’ve worked closely alongside Netsafe from the beginning of the project to make use of their wealth of knowledge and data insights. We knew we needed a multifaceted weapon against scammers that disrupted their industry, engaged users, and was also educational. Anyone with internet is our target audience. From the outset we were careful not to portray any demographic as ‘typical victims’ as contrary to popular belief everyone is at risk from scammers. This is reflected in the range of personalities built into the Re:scam, and its many faces. Our call to action remains simple and consistent. Forward all scams to me@rescam.org. All other points of contact have flowed from that first action. As a false target Re:scam has increased response rates to scam emails. This turns the numbers game against scammers and damages their profits. Relevancy We knew that our best weapon to attack phishing scammers was to use the same thing they use to attack us: emails. The core of Re:scam uses the same media and techniques as the criminals that it is fighting. But instead of requiring thousands of operators, it just uses one clever email bot and millions of fans. This problem solution symmetry is what makes the Re:scam so effective, and easy to engage with. The Scammers themselves were generating the content for us in emails, and the users amplified reach by sharing these conversations through social media. Outcome Re:scam has earned over 279 million potential impressions and started a global conversation about email scams. Through email correspondence and social media it continues to educate millions on the changing face of online scams. To date Re:scam has sent more than a million emails to scammers, wasting a total of more than 5 years of their time. The constant flow of data being collected on trending scams, scammer’s techniques and IP addresses is provided to national and global cybercrime agencies. As well as this, Re:scam has become a point of contact for people who are being scammed and haven't talked to authorities. These victims are all referred straight to Netsafe where they get the right advice and support. Execution After a year of development and testing Re:scam was unleashed on the world’s scammers. We first shared Re:scam with local television news and then released a video online in which Re:scam introduced itself to the world, with one simple instruction: forward scams to me@rescam.org. Within 24 hours of going live Re:scam had gone global. As hoped, Re:scam had people talking about scamming everywhere. Re:scam joined the conversation through various social media accounts which it uses to educate and update followers and influencers on scams and how to avoid them. At rescam.org people can meet the chatbot ‘faces to face'. It features our favourite conversations and updates on the amount of time the project has wasted. Through rescam.org people can connect to Netsafe for advice and victim support. With the steady flow of incoming scammer data is shared with cybercrime fighting agencies like The Police, Interpol and The FBI. CampaignDescription Re:scam is an AI chatbot designed to do the one thing you shouldn’t: reply to scams. When you forward any suspicious emails to Re:scam, it identifies scam emails and then begins a never-ending conversation with the scammer so they waste their time talking to a chatbot instead of real targets. Re:scam uses IBM Watson to analyse emails and add to its ever growing vocabulary. With multiple personalities and the ability to generate false account information (including credit card numbers, bank account information and postal addresses) there's no way for scammers to know they're talking to computer. Users can check up on and share the conversations they initiate, fuelling an important global conversation. This constant flow of emails from scammers provides entertaining content but also up to the minute data on trending scams. Re:scam is using this to educate people through social media, and shares all scammer information with cybercrime agencies.