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深度欺诈
案例简介：背景 网络欺诈使英国经济每年损失超过100亿GB，并被称为消费者的主要关注点。英国汇丰银行 (HSBC UK) 和其他银行部门需要帮助解决这一问题。但典型的消费者对欺诈者正在使用的日益复杂的方法的理解程度很低。随着欺诈事件在圣诞节前夕达到顶峰，英国汇丰银行 (HSBC UK) 需要提高意识，并教育消费者如何保持安全。 关键的挑战是强调网络欺诈者的日益复杂，同时避免指控的指控。通过社交媒体推动对这个问题的认识对在线消费者来说至关重要，但在最好的时候，通过社交吸引注意力是具有挑战性的，更不用说当试图推动对某个问题的认识时，更不用说当试图推动对某个问题的认识时，更不用说了。特别是当他们的注意力集中在为圣诞节捡便宜货的时候。 描述创作想法 (三成选票) 在网上，要知道某人是否真的是他们所说的，这比以往任何时候都更难。我们将 “深假” 风格的技术与英国最受欢迎和信任的名人之一配对，以证明这一点。瑞秋 · 莱利 (Rachel Riley) 是一位国宝，在日间电视节目倒计时 (Countdown) 中，以她非凡的数学实力而闻名。然而，在 “网络星期一” 的准备阶段，一段视频出现在社交频道上，她承认 “数学不好”，并通过耳机提供答案。 24小时后，在不可避免的爆炸性关注之后，汇丰 (HSBC) 向全国保证，这是一段 “严重的假” 视频，在英国消费者脆弱之际，这是一段重要的观点。每个观众都被瑞秋的教育视频重新定位，以帮助他们在下次在线时保持安全。 描述策略 (20% 的选票) 我们将网络星期一确定为风险最高的时刻-消费者戒备戒备的时刻。消费者也有一种过时的欺诈模式，即骗局看起来是假的-钓鱼邮件充斥着拼写错误。在狂热的核心，我们需要一个吸引注意力的想法，展示欺诈者的复杂性，并教育消费者如何保持在线安全。 我们的观众生活在一个模糊名人和零售业之间的界线的世界，他们追随的人直接影响他们的购买行为。 因此，我们将与美国最值得信赖的名人之一合作，展示我们的关键信息-当你上网时，绝对任何人都可能不是他们所说的那样。然后，在数字欺诈的关键时刻，使用重新定位推广的社会职位继续他们的教育，以确保安全。 描述执行 (20% 的选票) 11月24日，圣诞节欺诈 “黄金时段” 的开始，我们使用瑞秋的Twitter和Instagram频道发布了令人惊讶的告白。粉丝们立刻跳上，引发了广泛的猜测。我们通过允许帖子有机地生活来保护忏悔的真实性-这一策略得到了回报，因为瑞秋的追随者的恐慌点燃了对忏悔的主流兴趣。 在24小时咬指甲之后，汇丰银行透露了所有。11月26日周日，在网络星期一前夕，一段视频被发布到他们的Facebook、Twitter和Instagram频道上，展示了我们如何使用 “深度造假” 风格的技术-跟踪和操纵面部动作，并与一位直言不讳的印象主义者同步-以提醒消费者数字欺诈的真正危险。 通过重新定位，每个观众下次进入Twitter或Facebook时，都会收到瑞秋的两课，并提供如何保持安全的提示。 列出结果 (得票率的30%) 在网上购买狂潮中，国家注意到了这一点。瑞秋的供词是Twitter网络周一趋势中的热门推文。该揭秘视频在汇丰的Facebook和Twitter频道上获得了超过1,400万次竞选视频，是汇丰有史以来转发次数最多的帖子。这场运动创造了超过8400万的社会印象，仅在推特上就开始了2400多次对话。并产生了高达36400万的国家和全球新闻报道; 全国热门歌曲包括每日快报、每日邮报和独立报、第四频道的周日早午餐和爱尔兰早间电视节目爱尔兰AM在英国-加上来自俄罗斯媒体的瑞秋的 “假新闻” 令人惊讶的关注度。 这项倡议得到了知名人士、议会议员、地区警察部队和欺诈组织的鼓掌，包括Crimestoppers和金融服务补偿计划和CIFA。
深度欺诈
案例简介：Background Online fraud costs the UK economy over £10 billion a year and is cited by as the key concern of consumers. HSBC UK, along with the rest of the banking sector, needs to help tackle the issue. But the typical consumer’s understanding of the increasingly sophisticated methods being used by fraudsters is low. With fraud dramatically peaking in the run-up to Christmas, HSBC UK needed to raise awareness and educate consumers on how to stay safe. The key challenge was to highlight the increasing sophistication of online fraudsters while avoiding accusations of scaremongering. Driving awareness of the issue through social media was critical to reach consumers online but capturing attention through social is challenging at the best of times, let alone when trying to drive awareness of an issue most consumers would prefer not to think about. Especially when their mind is focused on scooping up bargains for Christmas. Describe the creative idea (30% of vote) It’s harder than ever to know if someone really is who they say they are, online. We paired ‘deep fake’ style technology with one of the UK's most loved and trusted celebrity to prove it. Rachel Riley is a national treasure, famed for her extraordinary maths prowess on daytime TV show Countdown. Yet in the run-up to Cyber Monday, a video appeared on social channels where she confessed to being “bad at maths” and having the answers fed via earpiece. 24 hours later, after the inevitable explosion of attention, HSBC reassured the nation that this had been a ‘deep fake’ video to make an important point at a time when British consumers are vulnerable. Every viewer was retargeted with educational videos from Rachel to help them stay safe, the next time they were online. Describe the strategy (20% of vote) We identified Cyber Monday as the highest risk moment - a time when consumers drop their guard in haste to pick up a great deal. Consumers also have an outdated model of fraud, where scams look fake - phishing emails littered with spelling mistakes. In the heart of the frenzy, we needed an idea that would grab attention, demonstrate the sophistication of fraudsters and educate consumers on how to stay safe online. Our audience lives in a world that blurs the line between celebrity and retail, where those they follow directly influence their buying behaviours. So we’d partner with one of the nation’s most trustworthy celebrities to demonstrate our key message – that absolutely anyone might not be who they say they are, when you’re online. Then use retargeting promoted social posts to continue their education on how to stay safe, at the critical moment for digital fraud. Describe the execution (20% of vote) On 24th November, the start of Christmas fraud ‘primetime’, we used Rachel’s Twitter and Instagram channels to post the surprising confession. Fans immediately jumped onto it, leading to widespread speculation. We protected the authenticity of the confession by allowing the post to live organically – a strategy which paid off as the consternation of Rachel’s followers ignited mainstream interest in the confession. After a nail-biting 24 hours, HSBC revealed all. On Sunday 26th November, on the eve of Cyber Monday, a video was posted to their Facebook, Twitter and Instagram channels showing how we had used ‘deep fake’ style technology – tracking and manipulating facial movements and syncing with a vocal impressionist – in order to alert consumers to the very real dangers of digital fraud. Through retargeting, every viewer received two lessons from Rachel next time they went onto Twitter or Facebook, with tips on how to stay secure. List the results (30% of vote) In the midst of the online buying frenzy, the nation took note. Rachel’s confession was the top tweet in Twitter’s Cyber Monday trend. With over 14 million views of the campaign videos on HSBC’s Facebook and Twitter channels, the reveal video is the most retweeted post by HSBC ever. The campaign created over 88 million social impressions and started over 2,400 conversations on Twitter alone. And generated nation and global news coverage with a reach of 364 million; national hits included the Daily Express, the Daily Mail and Independent, Channel 4’s Sunday Brunch and Irish morning TV show Ireland AM in the UK - plus a surprising level of attention in Rachel’s ‘fake news’ from Russian media.. The initiative was applauded by celebrities, Members of Parliament, regional police forces and fraud organisations including Crimestoppers and the Financial Services Compensation Scheme and CIFAs.
Deep Fraud
案例简介：背景 网络欺诈使英国经济每年损失超过100亿GB，并被称为消费者的主要关注点。英国汇丰银行 (HSBC UK) 和其他银行部门需要帮助解决这一问题。但典型的消费者对欺诈者正在使用的日益复杂的方法的理解程度很低。随着欺诈事件在圣诞节前夕达到顶峰，英国汇丰银行 (HSBC UK) 需要提高意识，并教育消费者如何保持安全。 关键的挑战是强调网络欺诈者的日益复杂，同时避免指控的指控。通过社交媒体推动对这个问题的认识对在线消费者来说至关重要，但在最好的时候，通过社交吸引注意力是具有挑战性的，更不用说当试图推动对某个问题的认识时，更不用说当试图推动对某个问题的认识时，更不用说了。特别是当他们的注意力集中在为圣诞节捡便宜货的时候。 描述创作想法 (三成选票) 在网上，要知道某人是否真的是他们所说的，这比以往任何时候都更难。我们将 “深假” 风格的技术与英国最受欢迎和信任的名人之一配对，以证明这一点。瑞秋 · 莱利 (Rachel Riley) 是一位国宝，在日间电视节目倒计时 (Countdown) 中，以她非凡的数学实力而闻名。然而，在 “网络星期一” 的准备阶段，一段视频出现在社交频道上，她承认 “数学不好”，并通过耳机提供答案。 24小时后，在不可避免的爆炸性关注之后，汇丰 (HSBC) 向全国保证，这是一段 “严重的假” 视频，在英国消费者脆弱之际，这是一段重要的观点。每个观众都被瑞秋的教育视频重新定位，以帮助他们在下次在线时保持安全。 描述策略 (20% 的选票) 我们将网络星期一确定为风险最高的时刻-消费者戒备戒备的时刻。消费者也有一种过时的欺诈模式，即骗局看起来是假的-钓鱼邮件充斥着拼写错误。在狂热的核心，我们需要一个吸引注意力的想法，展示欺诈者的复杂性，并教育消费者如何保持在线安全。 我们的观众生活在一个模糊名人和零售业之间的界线的世界，他们追随的人直接影响他们的购买行为。 因此，我们将与美国最值得信赖的名人之一合作，展示我们的关键信息-当你上网时，绝对任何人都可能不是他们所说的那样。然后，在数字欺诈的关键时刻，使用重新定位推广的社会职位继续他们的教育，以确保安全。 描述执行 (20% 的选票) 11月24日，圣诞节欺诈 “黄金时段” 的开始，我们使用瑞秋的Twitter和Instagram频道发布了令人惊讶的告白。粉丝们立刻跳上，引发了广泛的猜测。我们通过允许帖子有机地生活来保护忏悔的真实性-这一策略得到了回报，因为瑞秋的追随者的恐慌点燃了对忏悔的主流兴趣。 在24小时咬指甲之后，汇丰银行透露了所有。11月26日周日，在网络星期一前夕，一段视频被发布到他们的Facebook、Twitter和Instagram频道上，展示了我们如何使用 “深度造假” 风格的技术-跟踪和操纵面部动作，并与一位直言不讳的印象主义者同步-以提醒消费者数字欺诈的真正危险。 通过重新定位，每个观众下次进入Twitter或Facebook时，都会收到瑞秋的两课，并提供如何保持安全的提示。 列出结果 (得票率的30%) 在网上购买狂潮中，国家注意到了这一点。瑞秋的供词是Twitter网络周一趋势中的热门推文。该揭秘视频在汇丰的Facebook和Twitter频道上获得了超过1,400万次竞选视频，是汇丰有史以来转发次数最多的帖子。这场运动创造了超过8400万的社会印象，仅在推特上就开始了2400多次对话。并产生了高达36400万的国家和全球新闻报道; 全国热门歌曲包括每日快报、每日邮报和独立报、第四频道的周日早午餐和爱尔兰早间电视节目爱尔兰AM在英国-加上来自俄罗斯媒体的瑞秋的 “假新闻” 令人惊讶的关注度。 这项倡议得到了知名人士、议会议员、地区警察部队和欺诈组织的鼓掌，包括Crimestoppers和金融服务补偿计划和CIFA。
Deep Fraud
案例简介：Background Online fraud costs the UK economy over £10 billion a year and is cited by as the key concern of consumers. HSBC UK, along with the rest of the banking sector, needs to help tackle the issue. But the typical consumer’s understanding of the increasingly sophisticated methods being used by fraudsters is low. With fraud dramatically peaking in the run-up to Christmas, HSBC UK needed to raise awareness and educate consumers on how to stay safe. The key challenge was to highlight the increasing sophistication of online fraudsters while avoiding accusations of scaremongering. Driving awareness of the issue through social media was critical to reach consumers online but capturing attention through social is challenging at the best of times, let alone when trying to drive awareness of an issue most consumers would prefer not to think about. Especially when their mind is focused on scooping up bargains for Christmas. Describe the creative idea (30% of vote) It’s harder than ever to know if someone really is who they say they are, online. We paired ‘deep fake’ style technology with one of the UK's most loved and trusted celebrity to prove it. Rachel Riley is a national treasure, famed for her extraordinary maths prowess on daytime TV show Countdown. Yet in the run-up to Cyber Monday, a video appeared on social channels where she confessed to being “bad at maths” and having the answers fed via earpiece. 24 hours later, after the inevitable explosion of attention, HSBC reassured the nation that this had been a ‘deep fake’ video to make an important point at a time when British consumers are vulnerable. Every viewer was retargeted with educational videos from Rachel to help them stay safe, the next time they were online. Describe the strategy (20% of vote) We identified Cyber Monday as the highest risk moment - a time when consumers drop their guard in haste to pick up a great deal. Consumers also have an outdated model of fraud, where scams look fake - phishing emails littered with spelling mistakes. In the heart of the frenzy, we needed an idea that would grab attention, demonstrate the sophistication of fraudsters and educate consumers on how to stay safe online. Our audience lives in a world that blurs the line between celebrity and retail, where those they follow directly influence their buying behaviours. So we’d partner with one of the nation’s most trustworthy celebrities to demonstrate our key message – that absolutely anyone might not be who they say they are, when you’re online. Then use retargeting promoted social posts to continue their education on how to stay safe, at the critical moment for digital fraud. Describe the execution (20% of vote) On 24th November, the start of Christmas fraud ‘primetime’, we used Rachel’s Twitter and Instagram channels to post the surprising confession. Fans immediately jumped onto it, leading to widespread speculation. We protected the authenticity of the confession by allowing the post to live organically – a strategy which paid off as the consternation of Rachel’s followers ignited mainstream interest in the confession. After a nail-biting 24 hours, HSBC revealed all. On Sunday 26th November, on the eve of Cyber Monday, a video was posted to their Facebook, Twitter and Instagram channels showing how we had used ‘deep fake’ style technology – tracking and manipulating facial movements and syncing with a vocal impressionist – in order to alert consumers to the very real dangers of digital fraud. Through retargeting, every viewer received two lessons from Rachel next time they went onto Twitter or Facebook, with tips on how to stay secure. List the results (30% of vote) In the midst of the online buying frenzy, the nation took note. Rachel’s confession was the top tweet in Twitter’s Cyber Monday trend. With over 14 million views of the campaign videos on HSBC’s Facebook and Twitter channels, the reveal video is the most retweeted post by HSBC ever. The campaign created over 88 million social impressions and started over 2,400 conversations on Twitter alone. And generated nation and global news coverage with a reach of 364 million; national hits included the Daily Express, the Daily Mail and Independent, Channel 4’s Sunday Brunch and Irish morning TV show Ireland AM in the UK - plus a surprising level of attention in Rachel’s ‘fake news’ from Russian media.. The initiative was applauded by celebrities, Members of Parliament, regional police forces and fraud organisations including Crimestoppers and the Financial Services Compensation Scheme and CIFAs.
深度欺诈
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Deep Fraud
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