Summary
In a bold move to tackle frauds in India. We introduced "Vigil Aunty," a virtual anti-fraud influencer. This campaign creatively blended humor with vital cybersecurity education, targeting both tech-savvy youth and the elderly. Through diverse digital strategies like social media, chatbots, and engaging content, Vigil Aunty became a household name, significantly enhancing public awareness about digital fraud. The campaign's massive success not only curbed fraudulent activities but also elevated HDFC Bank's brand image
Challenge
The campaign was created to enhance customer awareness, trust, and engagement while fostering a sense of responsibility and vigilance when it comes to financial transactions and fraud prevention. There were two sets -The younger generation, who frequently consume digital content and are avid users of fintech services. For them, we launched on to trending social content formats and made use of local humor cues to leave an impression. The older generation, core targets of the fraudsters, are tough to reach through digital media channels, but are active on instant messaging apps. Hence, we created a chatbot on WhatsApp to push content to them. Vigil Aunty used humor to appeal to both groups, her personality was consciously crafted to educate and entertain the whole nation. Vigil Aunty was omnipresent. From social platforms, WhatsApp, ATM kiosks, to movie theatres, and national newspapers. She constantly and frequently delivered the latest updates.
Objective
We created the first-ever anti-fraud influencer! A character with great recall and an entertainment quotient. Since aunties in India are known to be exactly that, our vigilante became Vigil Aunty! To make her a pop-culture icon, we crafted an origin story - an ordinary woman from southern India, frustrated with the growing frauds in the country, decided to become a saviors against financial frauds for the nation. She uses her superpower - uncontrollable hiccups when in the vicinity of someone getting scammed, for the greater good. Vigil Aunty is a walking encyclopedia of the latest frauds, too cool to miss out on latest trends and hijacks pop culture moments. With her quirky sense of humor, Vigil Aunty was born to appeal to everyone. No vigilante influencer is complete without a memorable signoff so… "Stay Safe. Stay Vigil!"
Strategy
We put into place an ongoing mechanism of educating consumers, that appealed to all Indians and resonated with two key sets of audiences. The younger generation, who frequently consume digital content and are avid users of fintech services. For them, we launched on to trending social content formats and made use of local humor cues to leave an impression. The older generation, core targets of the fraudsters, are tough to reach through digital media channels, but are active on instant messaging apps. Hence, we created a chatbot on WhatsApp to push content to them. Vigil Aunty used humor to appeal to both groups, her personality was consciously crafted to educate and entertain the whole nation. Vigil Aunty was omnipresent. From social platforms, WhatsApp, ATM kiosks, to movie theatres, and national newspapers. She constantly and frequently delivered the latest updates on frauds and how to be vigilant (prevent them).
Data
Data played a crucial role in shaping HDFC Bank's marketing and storytelling strategy. The team utilized a wealth of consumer data to understand the prevalent issues and concerns regarding financial fraud. This data helped identify key insights about the target audience's behaviors and preferences. By analyzing trends in fraud and consumer reactions to various types of messaging, the strategy was crafted to resonate deeply with the audience. This data-driven approach enabled the creation of a unique, impactful campaign centered around 'Vigil Aunty', effectively addressing the audience's needs and concerns.
Solution
To make Vigil Aunty a pop-culture icon, she needed an origin story. LAUNCH At the movies through a QR code that offered free popcorn, Vigil Aunty ‘pop-conned' audiences to teach the consequences of scanning random QR codes. Following Indian Independence Day, from the front page of all major national newspapers, Vigil Aunty asked people to join the movement to get freedom from frauds, by following her on social platforms and WhatsApp. EDUCATE & ENTERTAIN Vigil Aunty's always-on communication 'Stay Vigil' involved using social platforms to educate (while entertaining) audiences with various content formats. 1) A celebrity talk show, ‘What The Fraud' to showcase that even the best of the best can be conned. 2) Her 'Fraud Patrol' series dissected a new fraud incident weekly 3) Collaboration with popular influencers and latest trends ALL DAY EVERYDAY Realizing one may still need continuous assistance, we introduced a 24X7 Vigil Aunty WhatsApp Chatbot.
Results
Vigil Aunty became extremely popular on social media. From GenX to GenZ, she was recognized by everyone as an anti-fraud influencer. She amassed 2.2 Million followers across platforms. Her content garnered 217 Million video views, a reach of 157 Million, and an overall engagement rate of 22%. Vigil Aunty's 24x7 WhatsApp chatbot had a userbase of 146 Thousand and saw more than a million interactions. Vigil Aunty helped increase positive brand sentiment by 26% for HDFC Bank. Beyond winning the hearts of all, Vigil Aunty set the benchmark for competitor brands when it came to PSA campaigns. And, even inspired spoofs of Vigil Aunty, making her a true pop-culture icon.
