Ogilvy Singapore creates latest NCPC Anti-Scam campaign using emotion to reach Singaporeans

The National Crime Prevention Council of Singapore (NCPC), together with Ogilvy Singapore, have launched their latest anti-scam awareness TVC for their ongoing “Spot the Signs” campaign, renewing efforts to educate the public about scams that continue to plague the city.

The new TVC uses behavioural science techniques to hone in on the emotional and mental toll of being scammed, and the effect that can have on individuals.

Ng Khee Jin, Chairman, Public Communications Sub-Committee, National Crime Prevention Council and Creative Partner, Kheej LLP, said: “Scammers stay ahead of the curve by coming up with increasingly more devious ways to prey on their victims. Many in Singapore have been lulled into a false sense of security by thinking that they are immune to scams. The truth of the matter is, anyone can become a victim of scams. Therefore, NCPC needs to continue in its efforts to raise awareness and educate the public in recognising the different signs of potential scams. We hope that the TV commercial and online video, which forms part of our NCPC Anti-Scam Campaign, will help convey this urgent message to the general public.”

Mitchell Tan, Executive Group Director Ogilvy Singapore, said: “Many anti-scam ads focus on how scams work and the tactics scammers employ. They’re all quite logical. But logic alone is not enough to get people to take scams seriously. Especially when they think only the un-tech savvy and uneducated will fall for scam and not them. Our aim with this latest campaign, is to go beyond logic and use emotion and empathy to reach our audience.”

The TVC highlights the plight of the main character, a successful individual with who audiences feel they can identify with. Instead of showing a scam in progress, the TVC shows the other side of scams – the scary aftermath and fallout that victims have to deal with. The narrative brings Singaporeans to the realization that they too could have been victims, through juxtaposition with internal monologues, that capture the train of thought that led them to fall for the scam.

The video shows the victims’ disappointment, desperation, anger and embarrassment after the scam with an internal monologue capturing their happiness, excitement and hope before the scam, creating an uncomfortable tension that will draw viewers in.

Tan said: “NCPC gave us a great deal of detailed insight into the prevalent online scams in Singapore and the tactics used by the scammers in winning the confidence of would-be victims. Together our goal was to communicate to the public by using best practice techniques to help craft powerful, behavior-changing narratives so that people will protect themselves against scam.”

Last year, scam victims lost SG$168 million to conmen in the top 10 scam categories in the first half of 2021, a sharp spike from SG$63.5 million in the same period last year. This comes on the back of a 16 per cent rise in the number of reported scam cases and a 11.2 percent hike in overall crime, according to mid-year statistics released by the Singapore Police Force.

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Credits
Agency: Ogilvy Singapore
Chief Creative Officer: Nicolas Courant
Executive Creative Director: Troy Lim
Associate Creative Director: Rachel Chew
Senior Art Director: Zac Tan
Strategy Director: Ishita Roy
Strategist: Swati Shivshankar
Managing Director: Mitchell Tan
Account Director: Eunice Lum
Program Manager: Kai Yao Chua
Account Executive: Chua Xin Ying
Producer: Josephine Pang – Hogarth Worldwide
Producer: Chua Ann May – Hogarth Worldwide
Production Company: Chuan Pictures Pte Ltd
Director: Royston Tan
Executive Producer: Karen Khoo-Toohey
Asst Producers: Wendy Lie
Production Manager: Sherilyn Lee
Director of Photography: Chuck Tham
Gaffer: Ben Teaw
Key Grip: David Quek
Art Director: Samantha Sng
Casting: Shiny Happy People
Post-Production: Gravitate Post
Offline Editor: Pinky Calica Vierra
Colourist: Azman Mohamed
VFX Supervisor: Shahril Ahmad
VFX Leads: Christopher Malacaman
Audio Post: YellowBox Studios