The digitalization of banking has opened new doors for fraudsters, leading to a sharp rise in both attempted and successful fraud. From 2021 to 2022, cases tripled, and by the first half of 2023, the number of fraud attempts had already increased by 66% compared to all of 2022. What's more concerning is that these scams affected people of all ages, from 14 to 99, presenting a major communication challenge. The real difficulty was finding a way to reach and engage with the audience without linking the company’s brand to these fraudulent activities.

The goal of our campaign was to educate Hungarians who have a credit card and internet access to manage their finances and online purchases more responsibly, while taking advantage of the security features available for online payments. We aimed to raise awareness that OTP Bank provides its customers with internet and mobile banking security tools that offer maximum protection with minimal effort—when used consciously.

We launched an ongoing, content-driven online PR campaign focused on educating our target audience and emphasizing the importance of personal responsibility. Partnering with high-reach media outlets through year-round agreements, we created a variety of content, including articles, videos, native ads, and podcasts, while featuring both reactive and proactive expert appearances. A key part of the campaign was involving a bank security expert to discuss fraud manipulation techniques, as well as a journalist-influencer to help amplify our message.

The PR efforts were complemented by social media content, including educational videos and regular posts designed to raise awareness. We also provided informative content on OTP Bank’s phishing awareness webpage and distributed offline materials to branches for in-person customer engagement.

The sub-page, serving as the campaign’s landing page, is regularly updated with detailed information on the latest types of fraud and alerts on current scams. Throughout the campaign, we issued six press releases, resulting in 184 media impressions, far surpassing our competitors. Additionally, through ten strategic media partnerships, our messages reached an extra 105,990 unique users.

The campaign’s success was recognized with the "Cyber Security Campaign of the Year" award at the Mastercard Bank of the Year Awards.