We work with UK Finance on their Take Five To Stop Fraud initiative, which seeks to change behavior's around fraud in consumer and business audiences in the UK.
We provide Take Five with expert consultancy and hands-on delivery around important campaigns, and our client particularly appreciates our effort to come up with creative ways to deliver this behavior change via online channels.
The latest example of this is our 'Can you spot the fraud? interactive, co-funded by Amazon, designed to shake SME staff out of their complacency and set them a challenge to get through three days as an employee of Fine Widgets Ltd without running afoul of fraud.
Taking a quirky humor and engaging tone saw extremely high user participation, with a quarter of all players giving us more than 5 minutes of uninterrupted attention, and seeing an average of 2.2 minutes across all visits - a total of 3,000 hours of attention paid by our target audience to fraud messaging to date.
Our work even caught the attention of the BIMA (British Interactive Media Association) judges, winning a coveted BIMA Award for best use of digital in a B2B context.
Our solution was to develop the idea of an online quiz into something with higher salience for commercial audiences, and which positioned messaging within the appropriate context - a desk-based interactive taking users through three days in the life of an employee at a widget
This experience, modelled on the ‘in tray’ exercises used in employment assessment centres, put users in the role of answering emails, taking phone calls and making decisions in a live work environment, with design mimicking a working setup. To keep users engaged, we heightened reality through humour, sharp writing and little ‘easter egg’ surprises within the design.
Examples of the latter included desk lights you could toggle on and off, hyperbolic sound effects for interactions and the use of quirky images and
memes in various scenarios (you’ll have to go through the experience yourself to see what we mean!)
Crucially, this design concept allowed us to embed information and learnings throughout the experience in a way that feels relevant to the user at each stage, embedding important concepts firmly in the actions just taken by the user rather than letting them.