#TRUECALLER PREMIUM 2015 HOW TO#
"This means developing features that are well suited to the region and our consumers, educating people about the potential dangers of phone scams and how to handle them. The total loss caused by email fraud in 2019 was reported to be over IDR144 billion, while fraud via eCommerce websites reached over IDR73 billion in losses. Some of the channels used by fraudsters were email, websites, social media and telephones.īhagat said that it has a long-time commitment in Indonesia and plans to continue developing products and integrated marketing communication channels to get closer with its target market. The report also ranks Indonesia first as the market with the highest number of spam calls in the Asia region it also ranks sixth in the world.Īdditionally, Indonesian National Police data from 2019 revealed that the most common types of cybercrimes were frauds according to a statement by Truecaller. The Truecaller Insights 2020 Report revealed that on average, a user receives about 18.3 spam calls each month. Truecaller's campaign also comes amidst the rising number of scams in Indonesia. On average, the group had been scamming IDR60 million to IDR90 million each month. This scenario was once a well-known fraud in Indonesia, executed by mastermind Effendi and his five subordinates.Īccording to The Jakarta Post, Effendi had been running the scam with his team for two years until his arrest in September 2015. For example, the video starring Ruhian includes a scene where he says "I can even be your mother!" and goes on to mimic a mother asking for phone credits.
This is where Truecaller is going to play a strong role in people’s lives by giving them an option to stay protected against spam and scam calls and messages," he added.īhagat explained to MARKETING-INTERACTIVE that it had also aligned the video content with Indonesia's local culture and events to drive engagement with its target audience. At M&C Saatchi, we focus on creating work that leads to positive change in society, and the #KnowYourCaller campaign does just that. "The menace of spam calls is prevalent in Indonesia, with little regulation to keep it under check. We hope people enjoy the theme but more importantly, we hope it can spread the importance of safety in our daily communication," he added.Īnish Daryani, founder and president director, M&C Saatchi Indonesia, said that Truecaller is a strong purpose-driven brand, centred around making communications safe for people the world over. "We’re on a mission to make communication safer for everyone so we want to minimise these ongoing phone spam and scams. The three videos portray different "variations" of a wolf in sheep's clothing: Ruhian plays a scammer who takes on several roles in phone calls with users to "request" or "demand" for their money Dewi takes on the role of a "legal loan shark" and Boedjanger dons the role of a stalker who leverages on users' social information to get closer to them.īhagat said that Indonesia is a priority market for the company, but its own insights research places Indonesia as one of the most spammed countries in the world. Hence, they were selected by Truecaller as it felt that they would be able to best portray the scammer characters it envisioned for its campaign, said Bhagat. It worked with famous Indonesian celebrities - Yayan Ruhian, Dinda Kanya Dewi, and Billy Boedjanger - who each played the role of a deceitful wolf camouflaged as an innocent sheep. The three celebrities are well-known in the market and have extensive experience in acting, especially in antagonist roles. The three videos, done in collaboration with M&C Saatchi Indonesia, aimed to portray how scammers were no different from a wolf in sheep's clothing - and so Truecaller did just that. Therefore, if more people who are helped by this campaign, then that's a meaningful achievement for us." Truecaller declined to disclose the monetary value of the campaign.
Hitesh Raj Bhagat, global head of corporate communications at Truecaller, said: "The main goal of this campaign is to make a positive contribution to Indonesian people’s lives at a larger scale and help them to feel more safe and comfortable while communicating using their smartphone. The campaign, which runs until the end of the year, aims to spread the word about phone and online scams, as part of the brand's commitment to helping consumers in Indonesia engage in safe and efficient communications.
#TRUECALLER PREMIUM 2015 SERIES#
Communications app Truecaller has launched a series of videos in its #KnowYourCaller campaign.
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