Is It Fraud?
BBVA
Terán\TBWA
The Challenge
In 2022, there was an alarming surge in banking fraud, impacting 5.6 million Mexicans and resulting in a loss of 50 million USD every quarter. Despite other banks’ efforts to share anti-fraud information through traditional and institutional methods, these approaches failed to capture the attention of a country where entertainment is highly valued.
The Solution
Mexicans love game shows. So Teran\TBWA decided to tackle this crisis by creating ‘Is it Fraud?’ – a game show that teaches viewers how to win against scammers.
The Results
In just 2 months, the campaign reached 32.3 million views, 18.9 million interactions, and 214.2 million impressions. As a result, 9 million dollars were safe guarded during this period, cutting banking fraud amount by 12% nationwide. People spent an average of 12.3 minutes with the brand and the question: “Is it fraud?” became a conversational phenomenon.
