Challenge

Every year, millions around the world fall victim to fraud resulting in billions of losses. Studies show that these numbers are only going to increase over the next few years.

The evolving techniques of fraudsters, combined with the lack of knowledge and underestimation of one’s vulnerability regarding this, has shifted the point of weakness to customers. Scammers manipulate their victims into hot states and any prior awareness and education goes out the window. This is further exacerbated by the shame felt by these victims causing them to not talk about it, creating a never-ending cycle of fraud.

Inspiration

Despite the millions of fraud crimes happening each year, fraud is intangible and face-less, making it seem less plausible for people.

Idea

HSBC and Wunderman Thompson wanted to drive a societal change from a world that allows a fraudster to thrive to a safer world enabled by HSBC. But as fraud is often a faceless crime, people believe that it won’t happen to them.

We needed to put a face to the crime.

‘Faces of Fraud’ used the unique fingerprint of each voice, and with the help of AI correlated them to physical features to depict what real fraudsters look like in a first-of-its-kind campaign.

Growth

The campaign achieved great results, exceeding our initial targets.

It reached 3,025,259, garnering a total of 10,479,234 impressions, 10,957 clicks and 2,860,556 views.

20230908 Faces of Fraud CASE FINAL EFFIES

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