The Campaign

We invited 20 smart individuals to participate which they all received the same scam message; no one fell for the fraud. But others lost a great deal of money. The victims were mocked by the smart for their ignorance and greed. The smarts were unaware that the victims were on the scene. One victim is the mother of one of the smart. The victim remains silent, afraid to be discovered by her family. More victims showed up from behind the scene, they were ALL family members of these smart ones. The truth is this 64% who remained silent was in fear of mockery not only from the public but also their family.

Creative Execution

From the comparison of data collected from WeChat with the data report of fraud, we see that the victims are more from the older group, while their children tend to be more well-educated and to have higher income working in key cities – exactly those SMARTS that we have in mind. We made a bold assumption that most of the smart children don’t know their family have been victims of fraud. We searched in different provinces for those victims that didn’t tell their family the truth, and invited them and their family for this single blind test without revealing our true intension – to reveal the story behind the data and to record everything. We produced this “An Experiment of the Smarts” and launch it with targeting media, to those white collars in key cities (well-educated and high income). We want them to start thinking about how much they need to protect their families, and to spread our video out to more people. With the digital solution that we provided, users could build a connection with their family. And when their family receives a suspicious spam, the system will push an alert to the users so that they can take action right away. At the same time, we encourage users to report suspicious numbers, which helps expand our data pool.