For Fake's Sake

Generative AI has equipped fraudsters with new tools to trick people out of their money. Alarmingly, Santander research revealed that 53% of UK adults were unaware of this risk and either unaware of deepfakes or misunderstood the risks they posed with only 17% feeling confident in their ability to identify a deepfake video.

To address this, Santander and Lansons launched a bold, multi-channel campaign to raise awareness about deepfakes, empowering the average person to effectively spot these emerging scams. Partnering with AI specialists Yoveo, we created two striking deepfake videos featuring Chris Ainsley, Santander’s Fraud Lead, and Rotimi Merriman-Johnson (Mr Money Jar), a trusted ‘finfluencer’ with a strong following. The videos educated audiences on spotting deepfakes, ending with a dramatic reveal that they were deepfakes themselves, creating a powerful “aha moment”. Running across TikTok and Instagram, platforms where deepfake scams are most common - the campaign sparked national conversations, secured mainstream media coverage, and opened the door for policy-level discussions. The campaign contributed to a 91% uplift in Santander’s share of voice on fraud topics, reached 194k people on social and secured 503 million opportunities to view across 150+ earned media outlets, including ITV’s Lorraine.