NatWest aimed to be the most trusted bank on the UK high street and tasked Performics with increasing awareness of fraud.
The content would be timed to capitalise on a publicly increased focus regarding digital security over the Christmas spend period. NatWest's aim was to increase awareness amongst the general public about the dangers of fraud at this time, and also to serve as internal content that highlighted the bank's desire to be more trustworthy and helpful to its customers.
Our objectives were to deliver a campaign that worked over 3 levels:
- Give users a knowledge take-out: Provide a brief commentary on the most common techniques used by fraudsters.
- Give the user a self-protection take-out: Tips on how users can protect themselves from that particular fraudulent method.
- Show interesting and relevant information around where the different forms of fraud are occurring.
Given that UK smartphone penetration hit 70% in February 2014. We were conscious that any content would need to be developed with a mobile-first strategy. Working with data from FFA we developed details of the different types of fraud, this become the structure for the tool. To explore the different types of fraud users would spin a wheel which would select a fraud type at which point they could learn about the impact of fraud and ways to protect themselves. The tool was built in HTML 5 to be mobile friendly, allowing mobile users to spin the wheel with a finger swipe.
As a means of increasing awareness and attracting attention to the issues of fraud, the content was a great success.
• The landing page received 25,680 visits since launch in mid-September in total
• Of which, 11,278 visits were from a mobile device
• 3,995 on tablet devices
• The tool was also leveraged across NatWest's own channels in branch, an internal newsletter and business magazine.