CANDID CAMERA PASSWORD SECURITY by Publicis Bold Istanbul for Eureko Sigorta

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CANDID CAMERA PASSWORD SECURITY

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Industry Public awareness
Media Promo & PR, Case study
Market Turkey
Agency Publicis Bold Istanbul
Creative Director Tarkan Barlas
Art Director Serhan Yuruk
Copywriter Deniz Ozguney
Producer Armagan Kuscu
Released September 2011

Credits & Description

Category: Internal Communications
Advertiser: EUREKO SIGORTA INSURANCE COMPANY
Product/Service: SECURITY WARNING
Agency: PUBLICIS BOLD
Creative Director: Tarkan Barlas (Publicis Bold)
Art Director: Serhan Yuruk (Publicis Bold)
Copywriter: Deniz Ozguney (Publicis Bold)
Producer: Armagan Kuscu (Publicis Bold)
Account Director: Seyda Bardavit (Publicis Bold)
Account Executive: Egem Ozgur (Publicis Bold)
Media placement: Internal Communication - email to employees, video and poster - 15 September 2011

Summary of the Campaign
Eureko Sigorta Insurence Company employees lacked the habit of keeping their computer passwords safe, as well as keeping their data screens off when they left their tables.

So, Eureko Sigorta Insurance Company wanted to convey the importance of information security to the employees in an unforgettable way.

Since we needed more than a casual e-mail, we created a security break simulation. First we placed hidden cameras inside the building without informing the employees. One morning a red error message saying 'you are being hacked' appeared on everyone’s screen simultanously. Nobody was able to intervene throughout the process. A few minutes later a second screen appeared, stating that they were pranked. Following this shock, next morning they saw themselves on the posters we made from their video images and they found the CDs we left on their tables, which had their hidden camera footages.
Before we put our work into action, Eureko employees were already aware of the consequences of neglecting security rules but they were loose about them, since they had never faced an actual danger. So a short termed security break, even though it was staged, did help them see how helpless they could have been if it had happened for real.

Since then, data security has become a popular subject in the company. The employees have acquired a habit of keeping their passwords secret and their computers logged off when they left their computers.

The Situation
Insurance companies require optimum attention to secure client's information. This means, all computer passwords and all data access must be kept secret.
As for our case, Eureko Sigorta employees were not really paying attention to keeping their data access codes secret or logging off their computers when they left their tables. It was crucial that they changed their attitude.

The Goal
Our goal was to achieve absolute security of information, such as keeping computer passwords and data access codes secret and keeping computers logged off when the employees left their tables.

The Strategy
Our campaign was based on 3 phases. The first phase was to place hidden cameras inside the buildin. The second phase was to make our little joke. The third phase was to exhibit the whole process with posters and gifts (CDs that included hidden camera footages.)

Execution
First of all, we placed our hidden cameras in 20 different places. And the very next day, around 10pm, a red screen appeared saying 'you have been hacked'. Unable to intervene for a couple of minutes, all Eureko employees were shocked until a green screen appeared suddenly and stated that they have been pranked. There was also an explanation to why we made such a joke to all of them. Finally it was time to exhibit those unexpected and shocking moments. The pranked Eureko employees saw themselves on the posters we made from their video images and they found a CD we left them as a gift on their tables, which had their hidden camera footages.

Documented Results
Before we put our work into action, Eureko employees were already aware of the consequences of neglecting security rules but they had never faced an actual danger. As a matter of fact, even though it was not a real life situation, a short termed security break did help them see how helpless they could have been if it had happened for real.

Since then, data security has become a subject spoken in the whole company. The employees have acquired a habit of keeping their passwords secret and their computers logged off when they left their computers.

Audit results showed that sensitivity towards the issue increased by 70% in the company following our communication.

In the end, we all know that 'a good scare is worth more to a man than good advice'.