Be Careful 2022.
The first edition of #خلك_حريص, the Saudi banks' anti-fraud campaign: six fake websites that warned visitors instead of stealing from them, then a national push from roads to ATMs.
- Brand
- Saudi Banks
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2022
The challenge
The Saudi banks' media and banking awareness committee, with the Saudi Federation for Cybersecurity, Programming and Drones, all Saudi banks and several official bodies, launched a national campaign to raise awareness of financial fraud under #خلك_حريص ('be careful') (SPA, via Ajel).
The idea
The first phase was a social experiment: from 29 June to 16 July 2022 the committee and the federation ran six websites offering fake investments, courses, prizes and travel deals, which warned users instead of keeping their data. The second phase carried #خلك_حريص across digital and traditional channels: roads, malls, airports, bank screens and ATMs, influencers and content in four languages. The committee also announced an awareness bus from Riyadh to ten governorates and 800,000 awareness stickers to go out with deliveries from shipping and delivery apps (SPA). Vibelab entered the campaign at MUSE; the press names no agency.
Results
- The fake prize and competition offers drew the most interaction, more than 71,000 visits, according to the banks' committee (SPA)
- More than 15 million people interacted with the first edition, the committee said when launching the second (Al Watan)
Case study source: Ajel (SPA) Source ↗
Awards
- MUSE Creative Awards 2023Advertising - Advertising CampaignGold
Credits
- MUSE entrant
- Vibelab Advertising Agency
- Partner
- Saudi Federation for Cybersecurity, Programming and Drones
