markettiers provided broadcast support for Santander’s annual Fraud campaign, raising awareness of the different types of scams and how to stay protected
Challenge:
To secure top tier coverage across radio, TV and online with an innovative and well received campaign highlighting how many people have fallen victim to scams, what the different types are and how to stay protected. Whilst typically older people are targeted by scammers, this year’s research demonstrated that an increasing number of younger people are falling victim and so the campaign had to sit across multiple platforms to ensure a wide age demographic was reached/accessed.
Solution:
We engaged with expert scammer Paul Wilson from the BBC’s The Real Hustle to add expertise and experience to the radio and TV element, as well as front the video. Video content centred around Paul manning a fake market research stall in a Wandsworth shopping centre, stopping shoppers to give them the opportunity to win a new TV, or even receive an instantaneous £20 bank transfer. He was able to get people to give away details including names, addressed, telephone numbers, National Insurance numbers and even their bank account details – with the ruse revealed once they had done so and the shoppers given the opportunity to shred their questionnaires. The ease with which he was able to extract this information formed the basis of the video as well as creating engaging conversation for broadcasters. Alongside Paul we worked with David Clarke from the Fraud Advisory Panel for the broadcast session, and also sourced a case study who was integral to securing regional TV interviews.
Results:
The overall multi-faceted nature of the campaign landed very well, including excellent coverage and lengthy interviews for all spokespeople, effectively delivering Santander’s key messaging. In total we secured 37 items of coverage which was made up of 3 TV interviews, 14 radio including the likes of talkRADIO, Share Radio and The Wireless, as well as online placements on the likes of The Sun, Mail Online and This is Money. The video content was also edited for social channels to great success and levels of engagement.