The campaign entitled “Siguran Net – protects your online world” brings to life three of the most famous internet scams known worldwide: the Nigerian prince, the mysterious investor, and the fake package courier. These scammers for the first time find themselves in a new role; as frustrated characters complaining that they can no longer do their job, because simply no one notices them anymore. People are protected. The Click for more button simply no longer works.
A TV spot that flips the perspective
In the TV spot, these well-known “characters” from the world of internet scams are given a human form and a voice. Instead of stalking new victims, they complain to each other how they can no longer do their job. The spot begins with a scene in which they sit at a round table, discouraged, confused, and disappointed. The prince sadly notes: “My dear friends… something is strange…” The investor immediately adds: “Today some guy missed the chance to invest for a guaranteed profit…”
Next we see each of them trying to “reach” people: the prince approaches a freelancer in a café, the investor intercepts a businessman, and the courier tries to convince a grandmother to urgently pay for a fake package. However, they are all ignored, users are occupied with their devices and calm, because they are protected by Siguran Net. The narration flows from the perspective of the scammers themselves, through their internal comments and disappointing observations. The spot closes with a return to the table, with the joint conclusion: “They must be using Siguran Net!”
Precisely this creative twist, giving a voice to “the other internet,” gives the spot a humorous tone, but also clearly communicates the value of digital protection that users often take for granted.
The campaign is based on the insight that formats of internet scams are constantly changing and adapting to user habits, but that some schemes persist for years. For example, the “Nigerian prince” still earns more than $700,000 annually from careless online users around the world.
That is precisely why the goal of the campaign is not only to promote the service, but also to raise awareness of the dangers that lurk online every day, through formats that users already recognize but perhaps do not take seriously enough.
In addition to the television spot, the campaign was expanded to digital channels through video series and short formats under the title “Don’t nag, just say it” and testimonials, in which each of the scammers tries to “complain” that they can no longer manage to trick anyone. On the screen, however, there is still silence. People ignore the attempts, because they know they are protected.
McCann Belgrade team members: Jovana Bradaš (Associate Creative Director), Jelena Grahovac (Head of Art), Vladimir Kondžulović (Senior Copywriter), Dušan Lazarević (Art Director), Iva Zavišin (Designer), Dragana Božić (Head of Digital), Magdalena Stanić (Group Account Director), Irena Ćulibrk (Account Manager), Nebojša Ereš (AV Producer), Marko Mihajlović (Production Artist).
mts team members: Miloš Kukurić (Marketing Communications Manager) and Veljko Odobašić (Influencer Marketing Specialist).
