In October, Santander contracted markettiers4dc to support the launch of a new fraud awareness initiative throughout their branches and online service. Collaboratively, a broadcast campaign was devised to raise public awareness of the initiative, communicate that Santander is educating customers to become savvier and hopefully to reduce the number of cases of fraud and people falling victim.
The campaign messaging highlighted the most common types of scams, the risks posed by scam callers pretending to be calling from banks, and tips to stay safe. Research carried out as part of the campaign stressed that it was the over 65s in particular who proved to be the least aware of various types of fraud and that this audience should be a key focus.
Former broadcaster, Peter Sissons was enlisted as a spokesperson for the campaign to deliver tips and advice during interviews with radio presenters. Peter’s experience of delivering serious messages through broadcast media and his recognisability made him the ideal spokesperson for the target audience of over 65s and he proved a strong draw for media.
markettiers4dc secured a back-to-back schedule of interviews with 20 targeted radio stations including 14 regional BBC stations across the country as well as six commercial radio stations. In addition to the traditional broadcast media relations and interviews we also maximised Peter’s time in the studio by recording a short piece of advice-led video content. This was edited to include graphics and direction to the Santander website for more information before being placed with 17 regional newspaper websites. At least one known instance of fraud has been prevented and thousands of pounds saved by branch staff as a direct result of the campaign, the staff engagement and the breadth of awareness.