Situation: With rising banking fraud in 2022 impacting financial security, the urgency for a compelling anti-fraud campaign was clear.

Brief : Tasked with this challenge, our aim was to educate the public on recognizing fraud.

Objective: Significantly reduce its prevalence in Q4 2023 compared to the previous year, utilizing an innovative approach to engage and educate.

To revolutionize fraud prevention, BBVA Bank created “Is it Fraud?”, the first game show merging education with entertainment. Across five episodes, participants distinguished real banking communications from scams, guided by Mexican celebrity host Rodrigo Murray, to keep “their money” intact. This format not only educated Mexicans but made the critical question “Is it Fraud?” a cultural catchphrase, transforming public approach to fraud prevention and ultimately cutting fraud.

Data gathering

Our data-driven insights revealed a stark lack of financial literacy in Mexico, with only 10% of the population educated in financial matters*. Traditional banking advisories and communications had low engagement, leaving many vulnerable.

*ENIF, 2021

Data interpretation

Recognizing that 90% of the connected Mexican population engages with entertainment content online, we tailored our strategy to this preference (Statista/ Comscore 2022).

Target audience

As a category leader, BBVA targeted every Mexican with a bank account, spanning young adults to seniors, recognizing that fraud does not discriminate by age.

Approach

BBVA was the first in the banking industry to pivot to an Edutainment strategy, merging education with entertainment to captivate and inform our audience, making learning about fraud prevention both engaging and memorable.

CTA

BBVA Bank’s rallying cry was "Learn how to win against the scammers! Watch 'Is it Fraud?' on BBVA’s YouTube channel," inviting nationwide participation and vigilance.

• Implementation

“Is it Fraud?” unfolded over five weeks. Each weekly episode tackling a prevalent fraud type.

• Timeline

Launched in November 2023, the series spanned five weeks, coinciding with a seasonal peak in fraud incidents.

• Placement

Premiering during the high-risk season, it was hosted on YouTube, and amplified through targeted ads on Facebook, YouTube, X, and TikTok, guiding viewers to the full episodes online.

• Scale

Following its success, the campaign expanded to cinema, radio, outdoor, and digital platforms, achieving widespread acclaim and endorsement from across the media landscape. It has also sparked the production of a second season.

Consumer Response

This campaign not only achieved a remarkable $9M USD reduction in fraud among BBVA customers during Q4 2023* but also spearheaded a national 12% decrease in fraud incidents.

*BBVA Intelligence Q4 2023

Owned media results

8 million views on BBVA Bank México Youtube channel

Earned media results

32.3 million views

214.2 million impressions

2.4 million clicks

Consumer loyalty

1. Leadership in Brand Power was maintained at +17.35 pp above the average for the banking category and we widened the gap with our immediate competitor by +13.6 pp.

(Kantar Nielsen Q4 2023).

2. 59 pp were reached in the perception index as a trustworthy brand that provides useful information, exceeding our goal by +3 pp. (Kantar Nielsen Q4 2023).