International Fraud Awareness week took place between 13th – 19th November. The aim of the initiative was to join the global effort to minimise the impact of fraud by promoting anti-fraud awareness and education. Bank of Ireland wanted to run a partnership to create awareness on fraud prevention. The brief was to empower and allow consumers to identify potential threats of fraud with relevant Bank of Ireland fraud prevention techniques. We also wanted to empower consumers to be more aware and identify the signs of different types of fraud, so that we can collectively reduce fraud from occurring.
We used a combination of content marketing, digital display and print to deliver the Bank of Ireland messages to our audience using a multi-platform approach.
For content marketing we ran a ‘scam savvy’ quiz on the Irish Mirror. We also ran two sponsored content articles on the Irish Mirror promoting Fraud Awareness Week and the Bank of Ireland brand ambassadors, positioning them as crime experts and giving our readers handy tips to look out for. We also ran weekly full page print advertisements in the Irish Daily Mirror, Irish Daily Star and Irish Sunday Mirror throughout the duration of the campaign.
On average our readers spent 81% longer reading the quiz content versus our average sponsored article.
The additional two sponsored content articles achieved a 341% and 250% uplift in dwell time compared to our average sponsored article.
The rich media mobile skin achieved a 438% higher click through rate than our average.