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Argentina’s Association of Public and Private Banks (ABAPPRA) was dealing with a growing problem of virtual fraud and data theft. Faced with this situation, they decided to launch an awareness and prevention campaign to educate the public on the importance of protecting their personal passwords and information.
The campaign’s insight was the realization that certain phrases or commandments are etched in people’s collective imagination. These phrases, such as “passwords should not be shared,” are persuasive and instill a sense of importance and responsibility. We decided, in collaboration with ABAPPRA, to use this emotional connection to create a campaign that would generate impact and public awareness.
The solution for ABAPPRA’s “Keys are not shared” campaign was based on a strategy of broad reach and multiplatform media. A 360º campaign was implemented, covering ATL media such as TV, radio and press, in order to reach a wide audience. The messages and advertisements in these media allowed us to create a massive impact and raise awareness of the importance of protecting personal passwords. In addition, an BTL media strategy was used, using different digital platforms to reach a more specific and segmented audience. This included ads on social networks, landing page, influencers, relevant websites and mobile applications, where it was possible to generate greater interaction and engagement from the target audience. The “Passwords are not shared” campaign sought to educate and raise awareness among the public about the need to protect their personal and financial information. Through clear and direct messages, we reinforced the idea that keys and passwords are personal and non-transferable.
