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    Scamming through phishing is a serious problem in South Korea. As a solution, we introducing a fake bank, which will pay people's attention to sc… Read More
    Scamming through phishing is a serious problem in South Korea. As a solution, we introducing a fake bank, which will pay people's attention to scamming through scamming. Read Less
    Published:
Challenge
Scamming through phishing is becoming more prevalent in South Korea. This has created a serious problem for both the elderly and the youths. Due to the fear of embarrassment and being ridiculed, these cases are not reported. The issue is further amplified by not openly discussing it fearing the public’s lack of trust for the financial institutions.

Idea
Dramatise the seriousness of the problem by tackling it head on,
while being mindful of not affecting the reputation of the public and their privacy.

We introduce macs bank, a fake bank that operates like a typical bank but with pays the most ‘attention’ to your money and investments. The campaign will kick off with a large-scale PR campaign for the launch of the bank. Through various short-term social experiments, digital and social platforms to target the right audience. We will also encourage the public to open deposits and invest in the bank’s portfolio of products with excessively favorable terms.

At the end of a two-week experiment, people will receive a notification with a call to update the application. In the updated version, the macs bank will turn the attention to support service for scamming issues. We then encourage people to be more attentive to the transfer of personal data by offering legal and psychological advice for the scammed victims.

This campaign will help to gather quantitative data about how many people are ready to respond to suspicious offers and become a potential victim of scamming. This data will help develop methods to combat future scamming through phishing.
The campaign will be covered in mainstream media and social networks, that will lead to increase in attention to the problem.
Published: 2018
Festival: Young Stars 2018 with KB Kookmin Bank (Busan, South Korea)
Art-director: Timur Tokunov
Copywriter: Anton Klopov
Strategist: Daniil Petrukhin
Mentor: Alfred Wee (Creative Director, McCann Singapore)
School: Wordshop Acamedy of Communications