Along the way, he infuses his infamous charm and wit, providing the high degree of watchability needed to ensure viewership. Using his expertise and a content-driven strategy combining education and entertainment, they showed seniors how to Master the Scam.Įach instalment of the episodic content begins with Abagnale setting up a particular phone scam before he dives deeper into its psychological and financial mechanics. A former con man turned security consultant, he was notably portrayed by Leo DiCaprio in Catch Me If You Can and is the best-selling author of Scam Me If You Can. Frank Abagnale is the world’s best-known scammer. The agency had also noted that the popular online educational company MasterClass reported a 100% increase in subscribers as people took the opportunity to learn new skills from leading experts in their field, be it cooking, business, music or writing – whatever it was that interested them.Ĭatch the Scam: a masterclass that teaches retirees the very scams they are being targeted with. It was commonly reported that social media and YouTube usage was going through the roof. One of the pandemic’s most interesting developments was the dramatic increase in the amount of time spent online. The pandemic spurred on the behaviour at the root of the problem, but it also pointed to the solution. The challenge was to reinforce HEB’s profile as an advocate for seniors at a period of time when COVID-19 has made them especially vulnerable: If you can learn the scam, you can catch the scam before it’s too late. HEB wanted to address this in a way that was responsive, genuinely helpful, and true to the brand it is building. Over half these respondents revealed they’d already been targeted by scammers in some form or fashion.Ĭlearly, there was a cause for concern. As numerous news outlets, including The Globe and Mail and Global News, reported: “The pandemic has created a perfect storm for scammers seeking to defraud panicked, isolated and emotionally vulnerable targets.” A quantitative research study commissioned by HEB early in the pandemic confirmed that among Canadians 55+, 91% felt they are more vulnerable to fraud. As Canadians were all forced to spend more time indoors because of the nationwide lockdown, criminals targeted seniors with telephone and online scams that were costing millions. In the last three years, HEB has railed against the tropes and cliches of marketing to older people, with campaigns that have been positive, empowering and reflect the reality of retirees continuing to live to the fullest.ĭuring the first few months of the COVID-19 pandemic, the cases of financial fraud targeted at Canadian seniors increased significantly. HEB’s brand purpose is to give people the freedom to live retirement their way by retiring in the homes they love. HomeEquity Bank (HEB) provides reverse mortgages to Canadians over 55.
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