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深度欺诈
案例简介：背景 在线欺诈每年给英国经济造成的损失超过100亿英镑，被认为是消费者的主要关注点。英国汇丰银行 (HSBC UK) 以及其他银行业需要帮助解决这一问题。但是，典型的消费者对欺诈者正在使用的日益复杂的方法的了解很低。随着欺诈行为在圣诞节前夕达到顶峰，英国汇丰银行 (HSBC UK) 需要提高认识并教育消费者如何保持安全。 关键的挑战是强调在线欺诈者的日益复杂，同时避免指控恐吓。通过社交媒体提高对问题的认识对于在线吸引消费者至关重要，但在最好的情况下，通过社交吸引注意力是具有挑战性的，更不用说在试图提高对大多数消费者不愿考虑的问题的认识时了。尤其是当他们的注意力集中在为圣诞节讨价还价时。 描述创意 (投票30%) 比以往任何时候都更难在网上知道某人是否真的是他们所说的那个人。我们将 “deep fake” 风格的技术与英国最受欢迎和最受信任的名人之一配对，以证明这一点。雷切尔·赖利 (Rachel Riley) 是国宝，以其在白天电视节目Countdown中的非凡数学能力而闻名。然而，在网络星期一前夕，一段视频出现在社交频道上，她承认自己 “数学不好”，并通过耳机提供了答案。 24小时后，在不可避免的关注激增之后，汇丰银行向全国保证，这是一段 “deep fake” 视频，在英国消费者脆弱的时候很重要。每个观众都被雷切尔 (Rachel) 的教育视频重新定位，以帮助他们下次在线时保持安全。 描述策略 (投票20%) 我们将 “网络星期一” 确定为风险最高的时刻-消费者急于放弃警惕以获取大量收益的时刻。消费者也有一个过时的欺诈模式，在这种模式下，诈骗看起来是假的-网络钓鱼电子邮件中充斥着拼写错误。在狂热的中心，我们需要一个能引起人们注意的想法，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了名人和零售业之间界限的世界，他们所关注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-当您在线时，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，使用重新定位提升的社会职位继续进行有关如何保持安全的教育。 描述执行 (投票20%) 在圣诞节欺诈 “黄金时段” 开始的11月24日，我们使用Rachel的Twitter和Instagram频道发布了令人惊讶的供词。粉丝们立即跳上了它，导致了广泛的猜测。我们通过允许《邮报》有机地生活来保护供词的真实性-这一策略得到了回报，因为瑞秋 (Rachel) 的追随者的震惊激起了人们对供词的主流兴趣。 经过24小时的紧咬，汇丰银行透露了一切。在周日11月26日，在网络星期一的前夕，他们的Facebook，Twitter和Instagram频道发布了一段视频，显示了我们如何使用 “deep fake” 风格的技术-跟踪和操纵面部运动并与声乐印象派同步-提醒消费者注意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时都从Rachel那里获得了两节课，并提供了有关如何保持安全的提示。 列出结果 (投票30%) 在网上购买狂潮中，国家注意到了这一点。雷切尔 (Rachel) 的认罪是Twitter网络星期一趋势中的热门推文。该视频在汇丰银行的Facebook和Twitter频道上观看了超过1400万次竞选视频，是汇丰银行有史以来转发次数最多的帖子。该活动创造了8800万多个社交印象，仅在Twitter上就开始了2,400多个对话。并产生了3.64亿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4频道的周日早午餐和爱尔兰早间电视节目《爱尔兰AM in the UK》-以及来自俄罗斯媒体的瑞秋的 “假新闻” 引起了令人惊讶的关注。 名人，国会议员，地区警察部队和欺诈组织 (包括Crimestoppers，金融服务补偿计划和CIFAs) 对该倡议表示赞赏。
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 在线欺诈每年给英国经济造成的损失超过100亿英镑，被认为是消费者的主要关注点。英国汇丰银行 (HSBC UK) 以及其他银行业需要帮助解决这一问题。但是，典型的消费者对欺诈者正在使用的日益复杂的方法的了解很低。随着欺诈行为在圣诞节前夕达到顶峰，英国汇丰银行 (HSBC UK) 需要提高认识并教育消费者如何保持安全。 关键的挑战是强调在线欺诈者的日益复杂，同时避免指控恐吓。通过社交媒体提高对问题的认识对于在线吸引消费者至关重要，但在最好的情况下，通过社交吸引注意力是具有挑战性的，更不用说在试图提高对大多数消费者不愿考虑的问题的认识时了。尤其是当他们的注意力集中在为圣诞节讨价还价时。 描述创意 (投票30%) 比以往任何时候都更难在网上知道某人是否真的是他们所说的那个人。我们将 “deep fake” 风格的技术与英国最受欢迎和最受信任的名人之一配对，以证明这一点。雷切尔·赖利 (Rachel Riley) 是国宝，以其在白天电视节目Countdown中的非凡数学能力而闻名。然而，在网络星期一前夕，一段视频出现在社交频道上，她承认自己 “数学不好”，并通过耳机提供了答案。 24小时后，在不可避免的关注激增之后，汇丰银行向全国保证，这是一段 “deep fake” 视频，在英国消费者脆弱的时候很重要。每个观众都被雷切尔 (Rachel) 的教育视频重新定位，以帮助他们下次在线时保持安全。 描述策略 (投票20%) 我们将 “网络星期一” 确定为风险最高的时刻-消费者急于放弃警惕以获取大量收益的时刻。消费者也有一个过时的欺诈模式，在这种模式下，诈骗看起来是假的-网络钓鱼电子邮件中充斥着拼写错误。在狂热的中心，我们需要一个能引起人们注意的想法，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了名人和零售业之间界限的世界，他们所关注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-当您在线时，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，使用重新定位提升的社会职位继续进行有关如何保持安全的教育。 描述执行 (投票20%) 在圣诞节欺诈 “黄金时段” 开始的11月24日，我们使用Rachel的Twitter和Instagram频道发布了令人惊讶的供词。粉丝们立即跳上了它，导致了广泛的猜测。我们通过允许《邮报》有机地生活来保护供词的真实性-这一策略得到了回报，因为瑞秋 (Rachel) 的追随者的震惊激起了人们对供词的主流兴趣。 经过24小时的紧咬，汇丰银行透露了一切。在周日11月26日，在网络星期一的前夕，他们的Facebook，Twitter和Instagram频道发布了一段视频，显示了我们如何使用 “deep fake” 风格的技术-跟踪和操纵面部运动并与声乐印象派同步-提醒消费者注意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时都从Rachel那里获得了两节课，并提供了有关如何保持安全的提示。 列出结果 (投票30%) 在网上购买狂潮中，国家注意到了这一点。雷切尔 (Rachel) 的认罪是Twitter网络星期一趋势中的热门推文。该视频在汇丰银行的Facebook和Twitter频道上观看了超过1400万次竞选视频，是汇丰银行有史以来转发次数最多的帖子。该活动创造了8800万多个社交印象，仅在Twitter上就开始了2,400多个对话。并产生了3.64亿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4频道的周日早午餐和爱尔兰早间电视节目《爱尔兰AM in the UK》-以及来自俄罗斯媒体的瑞秋的 “假新闻” 引起了令人惊讶的关注。 名人，国会议员，地区警察部队和欺诈组织 (包括Crimestoppers，金融服务补偿计划和CIFAs) 对该倡议表示赞赏。
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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