Barclaycard: Monkey Business - Fraud Fighter Tool

Barclaycard, a multinational credit card and payment services provider, engaged UK customers and warned them of the dangers of fraud by launching a stunt in a zoo and encouraging people to visit its Fraud Fighter tool.

Campaign details

Agency: OLIVER

Driving consumers to a new Fraud Fighter Tool to save £10bn per year.

Strategy

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...

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