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 Metropoloitan Police and Action Fraud.
They were looking for a national campaign that would raise awareness of online fraud, as well as social engineering, when fraudsters collate social media profiles with the view to defraud potential targets by email, telephone, or indeed visiting them at home.
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, OOH, digital & large scale formats, including rail stations and taxi/bus livery.
For the TV commercial, airing on 'terrestrial' and Sky channels, our hero, Gelly, whilst navigating his way 'online', becomes prey to a fraudster (represented by a menacing Angler Fish).
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