The campaign's mission: helping folks get the lowdown on all those online scams floating around. But we didn't want to make it all boring and techy. Nope, we went for a fun twist on a rather complex topic of cybersecurity.
Using a live sporting commentary style of execution, we showcased how people skillfully sidestep scams in their everyday online journeys.
And since teamwork makes the dream work, we named our campaign, "Let's Stay Ahead of Scams Together." Get it? Like in sports, it's all about teamwork, in the same way, Singtel teamed up with their consumers to give those scammers a run for their money.
We gave our campaign a boost by teaming up with Rice Media, a content powerhouse famous for its knack for quirky yet authentic storytelling. Our content showcased a reformed scammer, who spilled the beans on the intricate workings of scams worldwide. It was like a sneak peek into the scammer's playbook.
With 115k views, it was one of the top-viewed clips on their page.
We also kept things Gen-Z-friendly, by collaborating with a well-known Singaporean influencer Fauzi Azzhar who helped us educate the younger audience about cybercrime.
