- Strategy and Innovation
- Content and Creative
Living in an increasingly digitalized environment, DSK Bank realized that all these innovations bring with them certain risks and problems for users in dealing with the bank’s digital services.
A large percentage of consumers are particularly sensitive when using online payment services. To get more people to use digital services, you need to teach them how to use them and what to protect themselves from.
We started in 2019 with series of video posts for educational purposes on DSK Bank Facebook and LinkedIn pages.
The series were short named #cyberday
Considering the high user interest in this sensitive topic in 2020 we started "Safe on the Internet" - a full targeted campaign using video playlist covering 8 important Internet security topics.
We created different advertising formats (SoMe posts and banners) pushing users to a dedicated section on DSK Bank corporate website that collect the whole communication, serving as a textbook on online security.
The users could watch the full video series and also obtain detailed explanations of terms like "phishing", "pharming", "online shopping" etc.
It brought together a diverse mix of advertising channels:
– Facebook / Instagram (Image Ads, Story, Instant experience)
– Google (GDN: responsive search ads, YouTube: bumper ad)
– PR materials (banner to article + Free Distribution)
DSK Bank’s efforts in this area did not go unnoticed and were rewarded, leading other financial institutions to use this approach to inform their consumers.