DAIsy: Getting VMO2’s Scam-Busting AI Granny Airtime

Challenge:

With online scams on the rise, VMO2 wanted to raise awareness of fraud prevention in a way that would cut through the noise and genuinely engage the public. The challenge was to communicate the risks in a relatable, attention-grabbing way that highlighted their use of technology to protect consumers.

Approach:

We introduced DAIsy – a human-like AI created towaste scammers’ time and protect potential victims – as the hero of the campaign. Positioned as a witty, tech-savvy ‘gran’, DAIsy flipped the script on fraudsters.

To land the message with heart and authenticity, we partnered with former Love Island star Amy Hart, who had lost £5,000 to scammers. Her real-life experience resonated with audiences and helped show how fraud can happen to anyone. We used DAIsy as a media spokesperson and rolled out the story across national broadcast outlets.

Impact:

The campaign captured the public’s imagination and delivered widespread national coverage, including:

Good Morning Britain, This Morning, Sky News, 5 News and Jeremy Vine on Channel 5, BBC Radio 2, BBC 5 Live, Radio 4, BBC Sounds, Times Radio and over 25 regional BBC stations