Netsafe Digital Re:scam by DDB Auckland

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Industry Software & Multimedia Productions, SaaS, Public Safety, Health & Hygiene
Media Digital, Interactive & Mobile
Market New Zealand
Agency DDB Auckland
Released December 2017

Credits & Description

Media: Interactive
Category: Other
Client: Netsafe
Agency: DDB New Zealand
Country: New Zealand
DDB New Zealand has teamed up with Netsafe, New Zealand's independent online safety organisation, to design, build and launch an AI weapon against scammers: Re:scam. The new artificially intelligent (AI) email assistant has been rolled out at a critical time - with cybercrime costing New Zealand hundreds of millions of dollars per year. Re:scam works by occupying the time and resources of scammers through deploying a well-educated AI. Instead of junking or deleting a scam email, you can forward it to Re:scam who will continue the conversation until the scammer stops replying. Re:scam's powerful AI is capable of assuming multiple personas, engaging scammers in a two-way, ongoing exchange that wastes the time they otherwise could have spent targeting potential victims. It can imitate real human tendencies by using humour and making grammatical errors, all while collecting data that will help to bring down criminals by exposing their vulnerabilities. Since its launch two weeks ago, Re:scam has been forwarded over 170,000 scam emails by scam-fighters across the globe - including Australia, the USA, across Europe and the UK. It has already won two digital awards, receiving recognition as 'site of the day' by both the FWA and the CSS.