Title | RE:SCAM |
Brand | NETSAFE |
Product / Service | CYBER SECURITY |
Category | E05. Advanced Learning Technologies |
Entrant | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | DDB NEW ZEALAND Auckland, NEW ZEALAND |
PR | DDB NEW ZEALAND Auckland, NEW ZEALAND |
PR 2 | MANGO Auckland, NEW ZEALAND |
Production | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Additional Company | NETSAFE Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Damon Stapleton | DDB Group New Zealand | Chief Creative Officer |
Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
Brett Colliver | DDB Group New Zealand | Creative Director |
Mike Felix | DDB Group New Zealand | Creative Director |
Sarsha Drakeforde | DDB Group New Zealand | Art Director |
Geordie Wilson | DDB Group New Zealand | Copywriter |
Judy Thompson | DDB Group New Zealand | Executive Agency Producer |
Alva Waldron | DDB Group New Zealand | Agency Producer |
Mark Trethewey | DDB Group New Zealand | Editor |
Dan Partington | DDB Group New Zealand | Sound Engineer |
Justin Mowday | DDB Group New Zealand | CEO |
James Blair | DDB Group New Zealand | Lead Business Partner |
Katya Urlwin | DDB Group New Zealand | Business Director |
Jaheb Barnett | DDB Group New Zealand | Business Director |
David Owen | DDB Group New Zealand | Business Manager |
Jarrod Stevenson | DDB Group New Zealand | Business Manager |
Liz Knox | DDB Group New Zealand | Digital Director |
Haydn Kerr | DDB Group New Zealand | Digital Creative Director |
Johannes Gertz | DDB Group New Zealand | Executive Digital Director |
Simon Betton | DDB Group New Zealand | Lead Developer |
Paul Hutcheon | DDB Group New Zealand | Lead Front End Developer |
Liam Norris | DDB Group New Zealand | Social Planner |
Marcel de Ruiter | DDB Group New Zealand | Studio Director |
Nick White | DDB Group New Zealand | Videographer/Illustrator |
Claudia McDonald | DDB Group New Zealand/Mango PR | Managing Director |
Max Burt | DDB Group New Zealand/Mango PR | Senior Account Manager |
Chloe Tonkin | DDB Group New Zealand/Mango PR | Account Manager |
Re:scam is an AI chatbot designed to do the one thing you shouldn’t: reply to scams. When you forward any suspicious emails to Re:scam, it identifies scam emails and then begins a never-ending conversation with the scammer so they waste their time talking to a chatbot instead of real targets. Re:scam uses IBM Watson to analyse emails and adds to its ever growing vocabulary. With multiple personalities and the ability to generate false account information (including credit card numbers, bank account information and postal addresses) there's no way for scammers to know they're talking to computer. Users can check up on and share the conversations they initiate, fuelling an important global conversation. This constant flow of emails from scammers provides entertaining content but also up to the minute data on trending scams. Re:scam uses this to educate people through social media, and shares all scammer information with cybercrime agencies.
After a year of development and testing Re:scam was unleashed on the world’s scammers. At time of launch it had a database of responses exceeding 100,000 phrases, built from engagement with real scammers. Every element of Re:scam from its responses to its appearance and speech are digitally generated. We first shared Re:scam with local television news and then released a video in which Re:scam introduced itself to the world with one simple instruction: forward all scams to me@rescam.org. Within 24 hours of going live Re:scam had gone global. In the next week it made its way to the front of Reddit and publications like The Guardian, Reuters, Vice, LAD Bible and Buzzfeed. Because people can check in on and share the conversations being had with their scammers Re:scam generates unique content for each user. As hoped, Re:scam had people talking about scamming like never before. Re:scam joined the conversation through various social media accounts which it uses to educate and update followers and influencers on scams and how to avoid them. At rescam.org people can meet the chatbot ‘faces to face’, learn about what it is, how it works and why it needed to be created. The site features our favourite conversations and updates on the cumulative amount of time wasted by scammers. Through the site people can get advice on avoiding scams, and connect to the right support for victims of scams. Remarkably, many victims in denial about being scammed broke their cycle by connecting to Netsafe through Re:scam. With the steady flow of incoming scammer emails, Re:scam collects up-to-the-minute data on trending scams and the scammers that are sending them. This information is analysed and used by Netsafe, as well as shared with cybercrime fighting agencies like The Police, Interpol and The FBI.