presentation febelfin at the play international conference on online video

SAFEINTERNET BANKING

Wien de Geyter – Secretary General

Isabel Renneboog – Communication Manager

SEE HOW EASILY FREAKS CAN TAKE OVER YOUR LIFE04/07/2013: Launch of the video on YouTube

GOING BACK IN TIME...

COMPARED TO 2011FINANCIAL FRAUD CASES

INCREASED ALMOST 1000% IN 2012

NUMBER OF FINANCIAL FRAUD CASES IN BELGIUM

2006 2007 2008 2009 2010 2011 2012 20130

200

400

600

800

1000

1200

1400

1600

1800

2000

21 48 37 3 194

1003

1772

Before 2012: fraud cases were very limited

FEBELFIN CONTACTED A COMMUNICATION AGENCY TO

COME UP WITH AN AWARENESS CAMPAIGN

WHAT?Duval Guillaume was contacted to come up with a social film that could generate press attention for the problem.

GOAL? The objective was to create awareness, without frightening people.

The request was not to talk about specific problems or solutions.

AMAZING MINDREADER

25/09/2012: Launch of the first awareness campaign

AMAZING MINDREADER

AMAZING MINDREADER:MORE THAN 11 MILLION VIEWS

ON YOUTUBE WORLDWIDE...

... MANY AWARDS

AMAZING MINDREADER ON YOUTUBE

• 688.516 unique views out of Belgium

• 2 magazine covers, multiple pages of free content in most Belgian newspapers and magazines, 141 blog mentions

HOW DID WE CONVINCE OUR MANAGEMENT?

HOW DID WE CONVINCE OUR MANAGEMENT TO MAKE A YOUTUBE MOVIE?

• A campaign that focuses on internet safety and privacy needs a modern, online approach

• People who do their banking online, often are active on the internet and look for information online

• Digital channels have the highest affinity: with YouTube we could easily reach one of our target groups (families)

• YouTube allows you to elaborate a whole story

THE SUCCESS OF THE FIRST CAMPAIGN AND THE INCREASING FRAUD CASES PAVED THE WAY FOR A BRAND NEW CAMPAIGN...

SEE HOW EASILY FREAKS CAN TAKE OVER YOUR LIFE

DIFFERENCE FIRST CAMPAIGN?

• Focus on internet banking• Focus on phishing • Less diverting and with a darker

undertone

GOAL?

• Make people aware of the phishing danger

• Give people an insight in the way a fraudster works

RESULT?

• More than 700.000 views on YouTube• Best Online Video and Best

Campaign of 2013 (European Excellence Awards)

FROM AN IDEA TO A CAMPAIGN

1. Definition of phishing:

Internet criminals present themselves as bank employees in order to push their victims into communicating their personal internet banking signature

2. Central key idea:

When a fraudster takes over your bank account, he actually can take over your life

3. Execution:

Make a random guy a real phishing victim, clone him and literally take over his life!

SOME MILESTONES

• Decision to launch a new campaign• Choice of a creative agency

(Duval Guillaume Modem)• Contact of the production house (Caviar)• Writing and editing of the script• Production

• Research of the victims• Montage• Music• Casting of the look-alikes• Casting scenes of the online banking

purchases• Shooting of the victim and his look-alike• Editing• Finishing

STAFF FEBELFIN

BOARD OF DIRECTORS

WORKING GROUP OF

BANK MEMBERS

DECISION PROCESS

SEE HOW EASILY FREAKS CAN TAKE OVER YOUR LIFE:TV

30/09/2013: Launch of a message of public interest on the Belgian television (short version of the YouTube movie)

DIFFERENCE WITH YOUTUBE VIDEO?

• Message of 30 seconds• Promoted for 3 weeks on the BE TV• In collaboration with the BE government• Different target group: BE population

GOAL?• Make people aware of the phishing

danger• Give people an insight in the way a

fraudster works

RESULT?

• 60% of the BE population was reached

• Commercial TV channel: Top TV commercial of the month September

REACHING TARGET GROUPS WITH OTHER COMMUNICATION

CHANNELS

WWW.SAFEINTERNETBANKING.BE

EDUCATIONAL MOVIES

NEWSITEMS

WWW.SAFEINTERNETBANKING.BE

DETAILED INFORMATION

ON FRAUD TECHNIQUES

VISITORS ON WWW.SAFEINTERNETBANKING.BE

• Launched in March 2013• 7,300 unique visitors/month• Interest for website remains high

thanks to communication efforts

Launch “See how easily...”(+10,000 visitors)

Message of public interest (+ 11,000 visitors)

Articles Constant interest thanks to press releases, articles, ...

SPECIFIC COMMUNICATION PROJECTS

Youngsters• 2013: several introduction

speeches by Febelfin on phishing on the roadshows of one of our members

• 2014: collaboration continues

Elderly• Articles in specialized media• Workshops in cultural meeting

centres for the elderly

Families• Articles in specialized media

DOES ALL OF THIS HAD ANY EFFECT?

INTERNET BANKING IS BECOMING MORE AND MORE POPULAR

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

0.0

2.0

4.0

6.0

8.0

10.0

12.0

1.82.4

3.0

3.8

4.6

5.7

6.6

7.48.1

9.1

10.1

Number of subscriptions internet banking (in million)

INTERNET BANKING IS BECOMING MORE AND MORE POPULAR

2011 2012 20130.0

0.2

0.4

0.6

0.8

1.0

1.2

0.136

0.361

1.039

Number of subscriptions mobile banking (in million)

WHERE DOES THIS POPULARITY COME FROM?

INTERNET AND MOBILE BANKING ARE SAFE,

CONVENIENT AND QUICK WAYS TO BANK

NUMBER OF FRAUD CASES ARE DECREASING

Q1 2013 Q2 2013 Q3 2013 Q 4 20130.0

100.0

200.0

300.0

400.0

500.0

600.0

700.0

473

365

629

305

In 2013, fraud cases went up 70% compared to 2012. However, in Q42013 there was a significant drop.

WHAT IS ...NEXT?

2014 CAMPAIGN

WHAT?• From awareness about the problems

to education about the solutions• From generic online banking fraud to

specific problem of phishing

This requires a completely different

approach!

GOAL?

AWARENESS EDUCATION NUDGING

2014 CAMPAIGN

• Campaign for 3 target groups: youngsters, families, the elderly

• TV and supporting channels of the banks and Febelfin

• From awareness to action

• Period: August - September

WHY TV AND OUTDOOR?

THANK YOUFOR YOUR ATTENTION