HSBC reveals fraudsters' manipulative tactics in Scam Encounters campaign

HSBC Middle East scam

HSBC Middle East has launched its Scam Encounters awareness campaign, revealing the deceptive tactics used by scammers to exploit unsuspecting individuals.

The campaign was conceptualised and executed by Rain Creative. The film was directed by Bugsy Steel through The Company Films Dubai, while PHD managed the media rollout across all channels. The campaign was rolled out across social media posts and digital platforms, in-taxi video advertisements, a radio programme and immersive on-ground activations.

As the name indicates, the Scam Encounters campaign sheds light on the rising threat of a diverse set of scams – from people with sinister intent impersonating officials to too-good-to-be-true job offers, the promise of quick riches and more. The Scam Encounters campaign aims to educate individuals on identifying fraud at its early stages, and intends to empower customers to protect themselves effectively.

Speaking to Campaign Middle East about the brand goals for the campaign, Manoj Ammanath, Brand Partner at Rain Creative, said, “The rise in scam cases is a global issue, affecting people across genders, nationalities, and social or educational backgrounds. Its unrelenting nature is largely due to the fact that scammers are constantly devising new and sophisticated methods to deceive individuals. In the Middle East, as elsewhere, the impact is significant, with more people becoming victims to such schemes every day.”

He added, “As one of the leading banks in the region, HSBC is deeply committed to safeguarding not only its customers but also the larger public. One of the primary reasons for the increasing success of scams is the lack of awareness among individuals. Fraud can often be avoided when people are made to recognise its various forms and urged to take proactive steps to avoid engagement.”

The foundation of the campaign was built on the insight that behind every seemingly genuine offer or attempt “to help” often lies a scammer’s calculated motive to defraud. The strategy revolved around empowering individuals with knowledge – because awareness is the first line of defense against scams.

“By identifying and understanding the various tactics scammers use, individuals can become more vigilant and less susceptible to manipulation. The campaign aimed to demystify these fraudulent schemes, educate the public on recognising red flags, and instill confidence to act decisively when faced with potential scams,” Ammanath said.

“This proactive approach transforms awareness into a protective shield, ensuring fewer people fall victim to scams,” he added.

The campaign was launched in December 2024 and continue to run through January 2025. The success of the campaign is being measured using click-through and view-through rates for the campaign films; engagement rate on social media posts; traffic to the landing page, reflecting audience interest and interaction.