Cannes Lions
D2C DOT, Tokyo / NTT DOCOMO / 2022
Overview
Entries
Credits
Background
In Japan,over 750 million* spam emails are sent every day. More than 520,000** reported incidents are caused by phishing emails, disguising themselves as well-known businesses, while spammers' tactics are getting increasingly sophisticated and sneaky.
*Ministry of Internal Affairs and Communications,Change of number/percentage of spam mail for domestic ISP 10 companies (September 2021)
***Council of Anti-Phishing Japan, "Status of Phishing Reports (2021)"
Idea
In Japan,over 750 million* spam emails are sent every day. More than 520,000** reported incidents are caused by phishing emails, disguising themselves as well-known businesses, while spammers' tactics are getting increasingly sophisticated and sneaky.
*Ministry of Internal Affairs and Communications,Change of number/percentage of spam mail for domestic ISP 10 companies (September 2021)
***Council of Anti-Phishing Japan, "Status of Phishing Reports (2021)"
Strategy
Spammers' tactics are getting increasingly sophisticated and sneaky, and many cases have occurred where the recipient's psychology has been successfully guided and they have become unknowingly involved in. To avoid such unwanted emails, it is important to improve awareness by learning current situations, real cases and solutions.
Execution
Spammers' tactics are getting increasingly sophisticated and sneaky, and many cases have occurred where the recipient's psychology has been successfully guided and they have become unknowingly involved in. To avoid such unwanted emails, it is important to improve awareness by learning current situations, real cases and solutions.
Outcome
We prompted a virtual exhibition called "Let's share and save! #SpamEmailExhibition", held during February 15 to March 18, 2022 to coincide with Cybersecurity Awareness Month in Japan. On the special website, users can experience what it's like to receive spam emails by browsing a simulated email inbox, and unfolding real cases of spam, going along with corresponding solutions, categorized by business types such as online shops, banks, credit card companies, ETC, mobile carriers, etc..On Twitter, we introduced typical spammers' tricks with tendency and solutions of scams. We encourage people to share their experiences on Twitter, by tagging #spamemailexhibition along with their cases of spam email and SMS.
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