Using A Fake To Combat Fraud
HSBC UK: DEEP FRAUD
In the frenzy of Cyber Monday, how do you alert – and educate – the public about online fraud?
Online fraud costs the UK economy over £10 billion a year, but the typical consumer’s understanding of the increasingly sophisticated methods used by fraudsters is low. With fraud dramatically peaking in the run up to the holidays, HSBC UK needed to raise awareness.
We used ‘deep fake’ style technology on Rachel Riley, a much loved UK television celebrity known for her extraordinary talent in math. In the run-up to Cyber Monday, a shocking video appeared on her social channels: Rachel confessing to being “bad at maths” and having answers fed to her via an earpiece. The nation was stunned.
TRUST BUT VERIFY
Just one day later, after the inevitable explosion of attention, HSBC UK reassured the public that this had been a ‘deep fake’ style video, with Rachel’s mouth movements adapted and her voice dubbed over by an impersonator. Designed to make an important point at a time when consumers are especially vulnerable, all viewers received follow-up educational videos from Rachel to help them stay safe the next time they went online.