presentation febelfin at the play international conference on online video
DESCRIPTION
Teaser Play International Conference: "Viral Video Communication for Privacy Matters - See how easily freaks can take over your life" "Internet criminals are increasingly impersonating bank employees to get hold of your bank account details. This campaign underlines how carelessly we behave on the internet and reminds us to stop sharing our personal data with strangers. The presentation will explain the creation of the campaign, including how management was convinced to create such an outstanding video." More on http://www.play-conference.euTRANSCRIPT
SAFEINTERNET BANKING
Wien de Geyter – Secretary General
Isabel Renneboog – Communication Manager
SEE HOW EASILY FREAKS CAN TAKE OVER YOUR LIFE04/07/2013: Launch of the video on YouTube
GOING BACK IN TIME...
COMPARED TO 2011FINANCIAL FRAUD CASES
INCREASED ALMOST 1000% IN 2012
NUMBER OF FINANCIAL FRAUD CASES IN BELGIUM
2006 2007 2008 2009 2010 2011 2012 20130
200
400
600
800
1000
1200
1400
1600
1800
2000
21 48 37 3 194
1003
1772
Before 2012: fraud cases were very limited
FEBELFIN CONTACTED A COMMUNICATION AGENCY TO
COME UP WITH AN AWARENESS CAMPAIGN
WHAT?Duval Guillaume was contacted to come up with a social film that could generate press attention for the problem.
GOAL? The objective was to create awareness, without frightening people.
The request was not to talk about specific problems or solutions.
AMAZING MINDREADER
25/09/2012: Launch of the first awareness campaign
AMAZING MINDREADER
AMAZING MINDREADER:MORE THAN 11 MILLION VIEWS
ON YOUTUBE WORLDWIDE...
... MANY AWARDS
AMAZING MINDREADER ON YOUTUBE
• 688.516 unique views out of Belgium
• 2 magazine covers, multiple pages of free content in most Belgian newspapers and magazines, 141 blog mentions
HOW DID WE CONVINCE OUR MANAGEMENT?
HOW DID WE CONVINCE OUR MANAGEMENT TO MAKE A YOUTUBE MOVIE?
• A campaign that focuses on internet safety and privacy needs a modern, online approach
• People who do their banking online, often are active on the internet and look for information online
• Digital channels have the highest affinity: with YouTube we could easily reach one of our target groups (families)
• YouTube allows you to elaborate a whole story
THE SUCCESS OF THE FIRST CAMPAIGN AND THE INCREASING FRAUD CASES PAVED THE WAY FOR A BRAND NEW CAMPAIGN...
SEE HOW EASILY FREAKS CAN TAKE OVER YOUR LIFE
DIFFERENCE FIRST CAMPAIGN?
• Focus on internet banking• Focus on phishing • Less diverting and with a darker
undertone
GOAL?
• Make people aware of the phishing danger
• Give people an insight in the way a fraudster works
RESULT?
• More than 700.000 views on YouTube• Best Online Video and Best
Campaign of 2013 (European Excellence Awards)
FROM AN IDEA TO A CAMPAIGN
1. Definition of phishing:
Internet criminals present themselves as bank employees in order to push their victims into communicating their personal internet banking signature
2. Central key idea:
When a fraudster takes over your bank account, he actually can take over your life
3. Execution:
Make a random guy a real phishing victim, clone him and literally take over his life!
SOME MILESTONES
• Decision to launch a new campaign• Choice of a creative agency
(Duval Guillaume Modem)• Contact of the production house (Caviar)• Writing and editing of the script• Production
• Research of the victims• Montage• Music• Casting of the look-alikes• Casting scenes of the online banking
purchases• Shooting of the victim and his look-alike• Editing• Finishing
STAFF FEBELFIN
BOARD OF DIRECTORS
WORKING GROUP OF
BANK MEMBERS
DECISION PROCESS
SEE HOW EASILY FREAKS CAN TAKE OVER YOUR LIFE:TV
30/09/2013: Launch of a message of public interest on the Belgian television (short version of the YouTube movie)
DIFFERENCE WITH YOUTUBE VIDEO?
• Message of 30 seconds• Promoted for 3 weeks on the BE TV• In collaboration with the BE government• Different target group: BE population
GOAL?• Make people aware of the phishing
danger• Give people an insight in the way a
fraudster works
RESULT?
• 60% of the BE population was reached
• Commercial TV channel: Top TV commercial of the month September
REACHING TARGET GROUPS WITH OTHER COMMUNICATION
CHANNELS
WWW.SAFEINTERNETBANKING.BE
EDUCATIONAL MOVIES
NEWSITEMS
WWW.SAFEINTERNETBANKING.BE
DETAILED INFORMATION
ON FRAUD TECHNIQUES
VISITORS ON WWW.SAFEINTERNETBANKING.BE
• Launched in March 2013• 7,300 unique visitors/month• Interest for website remains high
thanks to communication efforts
Launch “See how easily...”(+10,000 visitors)
Message of public interest (+ 11,000 visitors)
Articles Constant interest thanks to press releases, articles, ...
SPECIFIC COMMUNICATION PROJECTS
Youngsters• 2013: several introduction
speeches by Febelfin on phishing on the roadshows of one of our members
• 2014: collaboration continues
Elderly• Articles in specialized media• Workshops in cultural meeting
centres for the elderly
Families• Articles in specialized media
DOES ALL OF THIS HAD ANY EFFECT?
INTERNET BANKING IS BECOMING MORE AND MORE POPULAR
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
0.0
2.0
4.0
6.0
8.0
10.0
12.0
1.82.4
3.0
3.8
4.6
5.7
6.6
7.48.1
9.1
10.1
Number of subscriptions internet banking (in million)
INTERNET BANKING IS BECOMING MORE AND MORE POPULAR
2011 2012 20130.0
0.2
0.4
0.6
0.8
1.0
1.2
0.136
0.361
1.039
Number of subscriptions mobile banking (in million)
WHERE DOES THIS POPULARITY COME FROM?
INTERNET AND MOBILE BANKING ARE SAFE,
CONVENIENT AND QUICK WAYS TO BANK
NUMBER OF FRAUD CASES ARE DECREASING
Q1 2013 Q2 2013 Q3 2013 Q 4 20130.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
473
365
629
305
In 2013, fraud cases went up 70% compared to 2012. However, in Q42013 there was a significant drop.
WHAT IS ...NEXT?
2014 CAMPAIGN
WHAT?• From awareness about the problems
to education about the solutions• From generic online banking fraud to
specific problem of phishing
This requires a completely different
approach!
GOAL?
AWARENESS EDUCATION NUDGING
2014 CAMPAIGN
• Campaign for 3 target groups: youngsters, families, the elderly
• TV and supporting channels of the banks and Febelfin
• From awareness to action
• Period: August - September
WHY TV AND OUTDOOR?
THANK YOUFOR YOUR ATTENTION