The brief
To warn consumers of the dangers of online scamming techniques targeting vulnerable socio-demographic groups that are likely to be drawn in by ‘scamming’ websites and emailers offering miracle cures; and easy weight-loss options. If it looks too good to be true – it probably is!
Our approach
What a great brief! We are all conned at some point during our lives and therefore the most important consideration was to focus on the most vulnerable and relevant audiences in order that we allocate funds effectively. Initially we were asked to produce two ‘fake’ campaigns: one for a diabetes cure and one for weight loss. We used a series of online tools; including pay per click, website optimisation, emailers and banner display advertising to attract interest in our fake scam and then directed all responses to the Consumer Direct website.
Results
Over 15,000 people interacted with our campaign during the month-long activity – hopefully learning not to trust everything they see on the Internet.
Client Testimonial
“Access really did their research to produce convincing fake ads that attracted the right target consumers and helped us to drill home an important message about online scams”
