slingshotvancouver · 2016-06-22 · The BCSC received an IABC Bronze Quill (Provincial), Silver Leaf (National), and Gold Quill (International) awards for the Year 1 Be Fraud Aware

slingshotvancouver.ca

Year 1 – Mulicultural Focus 1

Year 1 – Results 7

Year 2 – English Language Focus 8


Year 3 – English Language Focus 16


INDEX

BCSC Case Study

1

Move cursor to reposition magnifying glass over copy to

reveal fraud warning signs

MicrositeCreated in English, Chinese, and Punjabi

YEAR 1 – MULICULTURAL FOCUSInvestRight, a program of the BC Securities Commission (BCSC), was developed to provide investors with tools to research and assess potential investments and protect themselves from falling victims to fraud. After three years, the BCSC had little to no awareness of the InvestRight program. Our challenge was to increase awareness of the program, making them worthy of national attention.

What resulted was a campaign for the Chinese and South Asian communities that focused on empowering them to protect their dreams by learning the warning signs of fraud. The message was carried out through various forms of media. The centrepiece of the campaign was a fraud-specific microsite that gave access to tools, information, and videos, all in Chinese, Punjabi, and English.

BE FRAUD AWARE CAMPAIGN - YEAR 1

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TV commercials, videos, and animation can be found at: http://www.slingshotvancouver.ca

“Fraudsters”TV Spots

“Victim’s Story”Online Videos


BCSC Case Study

http://www.slingshotvancouver.ca/


3

Guaranteed investments with proven

12 - 15% returns!

No Risk!Tax Free.

THIS OPPORTUNITY WON’T LAST!Your friends and family are talking about it and may have already profited from this money-making venture.

You’ve heard about the results – don’t get left behind!

Get insider information and profit like the pros!

ProWEALTHInvestor.com

Not everythingis as good as it

appears.

Protect your dreams. Learn the warning signs of investment fraud.

Visit InvestRight.org

(( turn page ))

Full-Page NewspaperCreated in English, Punjabi and Chinese.

ProWealthInvestor.com redirects to BeFraudAware.ca


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(( rotate page ))

Full-Page MagazineCreated in Chinese


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5

Move cursor to reposition magnifying glass over copy to

reveal fraud warning signs

Online AdBig Box ad produced in English, Punjabi, and Chinese


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4”x 9” brochureDirect mail and newspaper insert


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Result

Corporate Awareness & Reputation Chinese South AsianPunjabi

Increase awareness of BCSC by 5% + 38% + 52%

Increase favourable opinion of BCSC by 20% + 131% + 69%

Increase awareness of InvestRight by 100% + 267% + 229%

Campaign Response – Set baseline of 25% Chinese

Campaign recall 42% 62%

View campaign favourably 67% 87%

Value for relevance ( “For people like me” ) 49% 88%

Value for ease of understanding 88% 90%

Value for being informative 73% 92%

Key message recall ( Be Fraud Aware ) 34% 27%

South AsianPunjabi

RESULTS

The BCSC received an IABC Bronze Quill (Provincial), Silver Leaf (National), and Gold Quill (International) awards for the Year 1 Be Fraud Aware multicultural campaign. This campaign also won Gold Quill “Best of Best”.


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YEAR 2 – ENGLISH LANGUAGE FOCUSAfter the success of the multicultural launch campaign, we were tasked with building on the assets of the first year. The target audience was much broader, including pre-retirees and retirees 55+. The two main focuses in this campaign were to launch both BeFraudAware.ca and the new Be Fraud Aware mobile app within the English-speaking audience.

New creative was developed for all campaign pieces, including the debut of our “fraudster” in two broadcast TV spots. Our team also created a comprehensive mobile app that launched in February 2013 along with its supporting campaign.



“Two Faced”TV spot

“Stolen Dreams”TV spot

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Online AdAnimated big box

“Ponzi 101”Online video

“Fraudster Exposed 2”Online video


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10



BCSC Case Study

11BC Ferries RFEOI 09-09-2014 MARKETING SERVICES PRE-QUALIFICATION

Be Fraud Aware App


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Transit Shelter


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HIGH RETURNS.

NO RISK!

HIGH RETURNS.

NO RISK!

HIGH RETURNS.

NO RISK!PROTECT

YOUR MONEYGet the App at BeFraudAware.ca

PROTECTYOUR MONEY

2:30 PM

Online AdAnimated big box


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Tradeshow Booth Event Stunt and video - ZoomerShow


BCSC Case Study


http://vimeopro.com/user10120729/slingshot

15

Corporate Awareness & Reputation - Increase by 5% each

Chinese Results

South AsianPunjabi Results

English Results

Increase awareness of BCSC by + 7% + 2% + 7%

Increase favourable opinion of BCSC by + 3%^ + 5% + 8%

Increase awareness of InvestRight.org - 1% - 1% + 17%

Campaign Response—Increase by 5% each

Campaign Recall + 12% + 10% + 22%

View campaign favourably (“very favourable”) + 12% + 7% + 20%

Value for relevance - Made for someone like me” (“strongly agree”)

+ 4% + 8% + 7%

Value for ease of understanding + 11% + 2% + 27%

Value for being informative (“very informative”) - 4% - 4% + 20%

Key message recall (Be aware of fraud) - 19% + 3% - 3%

Key attitudes and behaviours

Likelihood of becoming a victim + 6% + 18% - 32%

Recognition of typical scam tactic - 2% + 5% + 14%

Likelihood to seek information for BCSC + 4% - 10% + 3%

Calls to BCSC Inquiries—increase by 5% Not tracked Not tracked + 112%

The BCSC received an IABC Bronze Quill (Provincial), and Gold Quill (International) awards for the Year 2 Be Fraud Aware multicultural campaign.

RESULTS


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YEAR 3 – ENGLISH LANGUAGE FOCUS The marketing efforts of years 1 and 2 saw our fraudster David reach cult status among the target audience. It was decided that in year 3 David needed a challenger. That challenger would be a sweet but feisty retiree named Jean, who would go out of her way to ensure David did not lure another victim into a fraudulent investment. She did so with a great sense of empowerment and a twinkle in her eye. The campaign results are not in at this time but early indicators and feedback from the target audience are extremely positive.

Click on Fraudster bullet points to reveal fraud warning sign


MicrositeRefresh in English, Chinese, and Punjabi

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“2 Faced - Part 2”TV spot

“At the Coffee Shop”TV spot

“At the Canucks Game”TV spot

“At the Investment Conference”TV spot


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Transit Shelter Newspaper


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SkyTrain Interior Card

OnlineAnimated big box


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RESULTS

Sustain Corporate Awareness & ReputationChinese South Asian

Punjabi General Population

Baseline2011 Year 3 2014 Baseline

2011Year 3 2014

Baseline2011

Year 3 2014

Aware of BCSC * (very/somewhat) 15% 8% 17% 27% 29% 49%Favourable opinion of BCSC (very/somewhat) 13% 39% 12% 46% 38% 42%Aware of InvestRight.org * 2% 8% 7% 18% 8% 18%

Recall campaign 2% 34% 5% 37% 4% 67%

Campaign Response—Sustain Baseline2012 Year 3 Baseline

2012 Year 3 Baseline2012 Year 3

View campaign favourably (very) 15% 40% 39% 61% 28% 46%Relevance-Made for someone like me” (strongly)

15% 32% 57% 68% 24% 33%

Value for ease of understanding (very) 49% 74% 59% 72% 52% 85%Value for being informative (very) 24% 23% 41% 61% 17% 37%Key message recall (Be aware of fraud) 34% 30% 27% 39% 28% 41%

Key attitudes and behaviours Baseline2011 Year 3 Baseline

2011 Year 3 Baseline2011 Year 3

Likelihood of becoming a victim (disagree) 55% 30% 26% 39% 39% 48%

Recognition of typical scam tactic 68% 68% 51% 70% 71% 77%

Likelihood to seek information for BCSC n/a 56% n/a 83% n/a 57%

Willingness to report investment fraud (disagree)

38% 47% 45% 69% 67% 68%

Calls to BCSC Inquiries—increase by 5% n/a n/a 78 201

Better able to recognize a scam n/a 79% n/a 88% n/a 62%


BCSC Case Study

Documents

slingshotvancouver · 2016-06-22 · The BCSC received an IABC Bronze Quill (Provincial), Silver Leaf (National), and Gold Quill (International) awards for the Year 1 Be Fraud Aware