Experiment For The Smart

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Client：Tencent

Agency：Tencent/ZHENG&Co.

Awards：

2018 Cannes Lions, Finalist/Media

2018 ADFEST, Bronze/Film Louts

The 2015 China Anti-Fraud Report data indicated that 64% of the victims choose to remain silent in fear of mockery. We targeted at those people who think they are smart enough to tell whether it is fraud, and make them realize that they should do more to protect their loved ones. We had an experiment to show them the stories behind the data, then we recorded it and launched it as viral video, to let the “Smart” realize they are accomplice in crime. At the end of the video, individuals can invite their family to sign up on Tencent Security Platform --- this solution was widely spread through the video. With more and more people signing up, the data base that can help anti-fraud is expanded, which is also shared to Public Security institution. After 6 months, indicates that with the support of Tencent Security Platform, fraud rates have decreased by 27%.

The Brief

The 2015 China Anti-Fraud Report data indicated that 64% of the victims choose to remain silent, and only 11.7% of those who know it is fraud reported to the police. We want to change people’s attitude, to have them join the fight against fraud, by revealing them the crude stories behind the data.

We’ve decided to start with the “Smart” individuals of each family. With an experiment for the “Smart”, we reveal the real reason why 64% of the victims choose to remain silent --- in fear of mockery.

THE STRATEGY

With the experimental drama like viral event, we let the “Smart” realize they are accomplice in crime. At the end of the video, individuals can invite their family to sign up on Tencent Security Platform. Whenever a suspicious scam message is received, the system will alert their family members, so that they can look out for them. When more people join the platform, more data is collected.

THE EXECUTION

We invited 20 smart individuals to participate which they all received the same scam message; no one fell for the fraud. But others lost a great deal of money. The victims were mocked by the smart for their ignorance and greed. The smarts were unaware that the victims were on the scene. One victim is the mother of one of the smart. The victim remains silent, afraid to be discovered by her family. More victims showed up from behind the scene, they were ALL family members of these smart ones. The truth is this 64% who remained silent was in fear of mockery not only from the public but also from family.

Forwarding video on social media can help more users get access.

The Result

1. Within just one week: 42.13 million interactions forwarded, millions of families signed up, 1 billion impressions generated

2. More than 800 regional bureaus called for participation through official media outlets

3. 243 celebrities voluntarily promoted the event, mainstream media outlets such People’s Daily, CCTV, Xinhua News Agency engaged in further reports generating 550 press articles.

4. Corporate data for the first time provides the backbone for public security. “Guardian Project” escalated into a national initiative. Tencent cooperate with Public Security Bureau to fight telecom & internet fraud.

5. Data, after 6 months, indicates that with the support of Tencent Security Platform, fraud rates have decreased by 27%.

6.“2017 Top 10 Influential Events in China”,reported by 5+ Chinese media outlet