With phishing and impersonation scams on the rise, Aramex has launched an AI-generated awareness campaign to help customers distinguish legitimate brand communications from scam ones.
Rolled out on the company’s social media platforms, the campaign uses a deliberately surreal, AI-style video to spotlight the growing issue of scam messages targeting Aramex customers across key markets, including the UAE, Saudi Arabia and Jordan.
The Aramex film starts with a conventional brand introduction before glitching into AI-generated visuals: delivery drones, people with box or animal heads, and surreal scenes that blur fiction and reality. The narrator shares a warning, “Not everything you see in the digital world is real,” and then cautions viewers about scammers pretending to be Aramex, urging them to verify official communications and avoid acting on suspicious messages. The tone of the Aramex video – equal parts cautionary and absurd – intentionally mirrors the confusing nature of scam content online.
The campaign draws from the insight that impersonation scams are not only growing in number but also evolving in sophistication. According to Help AG’s 2024 State of the Market report, phishing and impersonation attempts accounted for 90 per cent of all cybersecurity incidents last year – pointing to a broader shift in how fraudsters exploit brand trust to deceive consumers.
Mike Rich, Group CMO at Aramex, explained: “With scams targeting our industry growing in volume and sophistication, traditional awareness methods simply weren’t cutting through the noise. We adopted AI for the creatives in a classic case of fighting fire with fire. While the campaign protects Aramex customers, it’s also a broader public service initiative relevant across all industries.”
With scammers increasingly turning to AI tools to generate fake emails, cloned websites and deepfake content, Aramex chose to mirror this approach in a way that exposes its dangers. Shahir Sirry, Global Creative Director at Aramex, added: “Scammers are using artificial tactics to deceive people, so we leaned into artificial visuals to highlight just how unnatural and misleading these tactics are. The irony is intentional – and hopefully impactful.”
The initiative promotes three core safety measures: verifying senders through official Aramex channels, never paying through unofficial links, and maintaining vigilance across all platforms – including social media.
Since its launch, the campaign has coincided with a 28% increase in downloads of the Aramex mobile app, which the company positions as the most secure platform for tracking deliveries and making payments.
The video is being supported by a wider digital campaign rollout and is available to watch across Aramex’s official YouTube, LinkedIn, Instagram, X and Facebook channels.
Credits
Aramex (In house)
Chief Marketing Officer: Mike Rich
Global Creative Director: Shahir Sirry
Concept: Shahir Sirry
Multimedia Designer: Dylan Matthews, Mykyta Cherkasov
Copy: Claire Tanner, TakkiAllah Askar
Global Marketing Director: Daniel Nuss
Regional Marketing Senior Executive: Megan Coutinho
Content Marketing Specialist: Trinisha Vandeyar
Paid Media Manager: Adrian Tyler
Social media management: NAM Not About Marketing
Jenny Coulson, Nicola Sprenger, Laura Strangways-Dixon, Kendall Attree
PR agency: Gambit Communications
Kathleen Burbridge, Showkat Rather, Sarah Alsalem, Nadine El Natour
