The fact that the brief was all about safe online banking and cyber security awareness, makes this campaign at home in the category. Hackers use the cyber world to track bank account log ins, transactional journeys and online payment journeys to attack banking information and thus take hold of the user’s finances! And we needed to create awareness on that behavior! So we hammered on the clear, untapped relation between the hunter “hacker” and it’s prey “user” to illustrate how the trap is set costing the user one of their most valuable data; their banking information.

Even though the insight and analogy between the hunter and the hacker are of global relevance, the use of the term “easy prey” in Arabic is very relevant and common to the Egyptian language! A term that is generally used to describe those who are easily fooled in life. Now using that term in the negation form of don’t be an easy prey allows the line to fall easily on the viewer’s ear because it adapts the day to day dialect of Egyptians across all social classes and ages. Allowing the campaign message to sound like an advice that you get from a trusted and close acquaintance.

In response to a concerning surge in fraud cases, where many clients fell victim to scams, sharing their sensitive information, the National Bank of Egypt felt an obligation to address this issue. Recognizing the urgency of the situation and the national calling for enhanced cybersecurity, the bank took a proactive initiative to educate and empower its clientele. The brief was mainly to create a campaign to shield its customers from phishing scams with a central message urging customers to pay attention to suspicious activities, emphasizing the potential risks of neglecting safety instructions in the digital banking realm. NBE aims to foster a secure and informed online banking community, empowering customers against evolving cyber threats. Our main objective was to educate people who are vulnerable to scams to sensitize phishing threats promoting protective measures and encourage reporting of suspicious activities highlighting customer responsibility in maintaining a secure banking environment.

In three simple copies - each addressing a common online scam - we portrayed a customer falling “literally” into a trap as a way of educating our viewers of those mistakes that anyone can make in a fun entertaining way!

The campaign line “don’t fall prey to bad online habits” was used to further stress on the similarity of the situation between the hunter “hacker” and its prey “user”. Portraying this analogy was the key to translating our creative idea to help us create awareness in a simple form without overshadowing the information of the phishing techniques used on online users. Along with the line, we had our advert heroes mimic the prey’s behavior up until they were caught in the trap. This didn’t only stress on the analogy but also created a comic hook to grab attention and help the viewer stay on until the message reveal.

Our strategy for the National Bank of Egypt's cyber security campaign was tailored for maximum impact, we ensured having a data-driven, customer-centric strategy to align with the bank commitment to cyber security. We based our brief on research and data to identify the type of frauds that people usually fall for, the information hackers ask for, exact messages-emails-sms they receive, and accordingly, we addressed specific challenges faced by people in online banking, including fraud messages, calls and scams. Our diverse audience included all age groups, targeting both customers and non-customers targeting vulnerable groups such as the elderly and technologically-challenged individuals, as well as younger shopaholics. Given the tricky nature of fraud in online banking, our approach strategically aligned with the digital landscape crafting short, digital friendly & visually engaging copies that have a stoping power featuring diverse groups to reach different audience, where they were most active.

The execution of the Cyber Security Campaign for the National Bank of Egypt was both strategic and expansive. Airing copies on television served as a pivotal element, ensuring mass awareness among diverse targets. The timeline spanned approximately three months, strategically launching during Ramadan the highest traffic season in Egypt, aligning with the urgency of cyber security awareness. Placements during high-traffic slots on popular TV programs amplified the campaign's reach. Social media platforms played a crucial role, tailoring content to various interests based on demographics. Display ads strategically adorned online shopping websites, capturing the attention of potential targets. Leveraging YouTube's diverse targeting methods—affinity, in-market, and life events—underscored our commitment to fostering brand consideration. The campaign's scale was substantial, attaining a broad and mass reach, especially noteworthy given its sponsorship by the Federation of Banks. The strategic execution across multiple platforms ensured a comprehensive and impactful dissemination of the cyber security message.

We achieved exceptional results that have surpassed key benchmarks. With a remarkable reach exceeding 20 million unique users and over 20 million video views, our dynamic and accessible approach effectively educated a diverse audience about the persistent threat of phishing scams. The campaign's emphasis on protective measures and customers' roles garnered over 120 million impressions, contributing significantly to achieving business targets outlined in the brief. The campaign indirectly boosted customer confidence in online transactions. This success reinforces the campaign's alignment with NBE's commitment to cyber security, establishing it as a powerful tool in sensitizing customers and fostering a safer digital banking landscape. Our results underscore the campaign's resonance and effectiveness, making a substantial contribution to the vital cause of cyber security.