Cybercrime in KSA is increasing considerably quarter-on-quarter:

Fraud was mainly occurring amongst banks in the financial sector, resulting in money loss and identity theft.

To cope with growing fraudulent activities, the Saudi Government and the banking sector retaliated by running heavy anti-phishing campaigns.

But it wasn’t enough to make an impact on people. as pure dry data and statistics have never changed behavior.

And given the rate of new fake sites being created every month, tracking and thwarting fraud was becoming nearly impossible.

As a data and network provider to 7.6 million 2, Zain had a responsibility:

All cybercrime happens on networks provided by telecom brands.

While it cannot be stopped by those network providers, it can be educated against.

And that’s precisely what Zain needed to do.

But how could Zain educate without becoming undifferentiated unlike other brands?

Introducing STAY FOCUSED, an awareness campaign that jolts them back into focus, to maximize interest among the young, the old, the savvy and the unhappy…

We identified generic consumer interests and developed lookalike scam ads across multiple channels.

For travel, money prizes, get rich quick schemes, and driver’s licenses…in one day.

When they clicked on any of the ads,

They were led to a microsite filled with anti-scamming tips and ... a consolation prize!

A free coffee voucher from a local brewer, to literally…jolt them back into focus.

People fall victim to scam click baits when they aren’t focused and alert

Saudis driven by their instinct to be a better version of themselves – whether a mother, father, professional, musician, actor, vacation experiences, wealthier - they are constantly looking for quick solutions to reach their goals.

And it has driven them to search on multiple platforms, at the same time, creating a lack of focus.

Between shopping online, keeping up with friends and family, killing time, working, making new contacts, checking the news, and doing so much more, their attention is extremely spread thin.

As a result, most have issues with staying focused.

This vulnerability opens them up to scam click bait.

Resulting in money loss and identity theft.

Alerting the “Unfocused Scam Targets” at unexpected moments of lack of focus:

With the increase of online fraud, Zain wanted to alert the public on the dangers of cybercrime,

"Stay Focused", aimed to improve online safety for its customers by having two components: first, a a series of scam-like click baits having the most typical topics clicked (cheap unrealistic vacations, getting a driver license, and many others), whenever those ads are clicked, instead of being redirected to scam websites, they are redirected to a microsite to connect with ithem and offer anti-scamming tips and advices on staying safe online. By redirecting users to their website, Zain was able to educate and empower Saudis to stay focused and alert while online. The "Stay Focused" initiative is an example of an effective digitally-driven campaign that helps people protect themselves online.

- Cyber-safety awareness increased by 233%

- 4767 fake banners were clicked (as a chance for people not to click again)

- 516, 315 Impressions

- 4000 cups of coffee were redeemed for whoever clicked on banners to stay focused.