Driving consumers to a new Fraud Fighter Tool to save £10bn per year.
Online fraud costs people in the UK £10bn each year through scams such as phishing and page-jacking. Barclaycard created the Fraud Fighter Tool to help people protect themselves.
The challenge was that to engage consumers in a very dry sector, comms needed to be something special. To make matters trickier, most people just don't believe fraud can happen to them - so apathy was a big problem.
"Engage then educate" was the chosen strategy to encourage the audience to act, and the campaign was a playful spin on fraud.
Barclaycard engineered an experiential stunt using fake gorillas at a zoo to surprise an unsuspecting public.
The stunt was the genesis of a wave of content that brought the integrated campaign to life, from social media to inserts. During the zoo takeover, actors in highly realistic animatronic suits waited for people to walk by then began aping human behaviour, such as playing cricket or sharing a latte.