On International Safer Internet Day, Banco Santander Uruguay intervened in the marquees of its branches to demonstrate the importance of secure passwords in a simple and powerful way. The action, called Obvious Passwords, consisted of changing the letters of the Bank's name to asterisks, demonstrating how obvious the passwords we use daily on digital platforms can be. The idea arose from a very impactful fact revealed by a Deloitte study indicating that 91% of passwords worldwide are highly vulnerable.
Obvious Password
Your password could be much more obvious than you think
Client
- Santander
Office
- Uruguay
VML Uruguay and Banco Santander make us think about how obvious our passwords are.
The simplicity of the idea allowed us to convey a strong message about the importance of cybersecurity in a digitized world. With this action, we sought to raise awareness and motivate people to adopt safe password management practices.
Rafael Barthaburu
Chief Creative Officer - VML Uruguay
The available data regarding the growth of cyber scams globally is compelling. According to a Deloitte study, 91% of passwords are vulnerable. Another study indicates that by 2023, cyber scams will rank as the third largest global economy, behind the United States and China. Meanwhile, Phishing in Latin America has increased six times over the past year.
Uruguay is a small country with only 3 million inhabitants. This creates a feeling that we all know each other and nothing wrong will happen to us. Perhaps that's why we are too trusting; even when choosing our passwords, it is expected to include the name of a child, easy-to-remember special dates, the name of the street we live on, the name of a pet or the team we are fans of or even widespread numerical sequences. All of this makes them extremely obvious and easy to hack.
We intervened with the marquees of the country's main branches, "hiding" the Bank's name to make it a very obvious password. That is, for an entire day, Santander became *********. Customers, pedestrians, social networks, and the media noticed this. Although the Bank's name could not be seen, everyone saw its message about cybersecurity.
We witnessed a jaw-dropping 72% surge in traffic on the day of our exclusive action! But that's just the beginning. In the two months post-campaign, cyber scams plummeted to a staggering 90% below the monthly average!
Please provide your contact information to continue.
Related Content
Danubio
Change the Chants
Fans of Danubio FC unite to change how they support their team
Read Case Study 