Get Safe Online is a public / private sector partnership supported by HM Government and leading organisations in banking, retail, internet security and other sectors. They include, Barclays, RBS, Halifax, The Metropolitan Police and Action Fraud.
They were looking for a national campaign that would raise awareness of online fraud and combat the growth in social engineering - fraudsters collating social media profiles to defraud potential targets by email, telephone or home visits.
FIVEfoot8 developed the campaign using the simple principle of 'how many times can we get the audience to see the message'. This in turn resulted in executions across TV, radio, national press, digital & large scale formats, including rail stations and taxi/bus livery.
For the TV commercial, airing on terrestrial and Sky, our hero, Gelly, whilst navigating his way ‘online', falls prey to a fraudster (represented by a menacing Angler Fish).
Simple and successful!
The campaign delivered a 32% increase in awareness of online fraud, whilst also delivering a 45% YOY increase in traffic to the home page of getsafeonline.org