3. CLIENTELE
• BACKGROUND
• In 2011, Incidents of cyber crime in Malaysia
in 2011 jumped by 70% from 2009.
• A study (Norton Cybercrime Report) showed
that up to 83% of Internet users in Malaysia
have been victimized.
• Of all the cases reported, the majority of
the cases reported involved online fraud.
• The crimes include computer viruses, online
credit card fraud and identity theft.
• Behavior such as downloading files, open
people up to additional security threats.
4. CLIENTELE
• BACKGROUND
• Spoofing
Fraud by syndicates using mobile phones calls/SMS
and impersonating Banking personnel with
instructions to make Transfers via ATM or online to
unsuspecting victims
• Phishing
A way of attempting to acquire information such as
usernames, passwords, and credit card details by
masquerading as a trustworthy entity in an electronic
communication leading to Identity Theft and Online
theft
• Love Scams
Victims would befriend strangers through chats on
online social websites and are sweet-talked into
paying for parcels allegedly containing precious gifts
for them
• Online Purchases
Fraudulent websites/individuals selling items online
and transfers of payments via localized bank
accounts – goods do not appear after payments
made and suspects also disappears
5. CLIENTELE
• COMPANY PROFILE
Polis DiRaja Malaysia (PDRM) is a part of
the security forces structure in Malaysia.
The force is a centralized organization
with responsibilities ranging from traffic
control to intelligence gathering. Its
headquarters is located at Bukit
Aman, Kuala Lumpur.
6. CREATIVE
BRIEF
• BACKGROUND
• The PDRM Cybercrime public awareness
campaign is designed to increase awareness of
the various of cybercrimes identified in Malaysia
and to curb the increase of the criminal activities
via a sustained spread of information and alerts
nationwide.
• OBJECTIVES
• To highlight the reality of these criminal
activities and educate internet users of how
to be “ street smart “ when using the net,
both individuals and Corporations.
• TARGET AUDIENCE
• Primary: Young Internet Users; aged between
18-25
• Secondary: Internet Users all over Malaysia; all
ages, races and locations
7. CREATIVE
BRIEF
• PROPOSITION/MESSAGE
• Via a targeted communication and a selective
media campaign, the message is expected to
reach all active internet users in Malaysia.
• PREMISE/PERMISSION TO BELIEVE
• PDRM strongly believes that there is a now a
serious need to educate people to take simple
steps to protect themselves from being
cheated on the online space, and PDRM will
do everything it can, to stop computer crime.
• TONE OF VOICE
• Modern/innovative, merry/playful, informative
/instructional, reliable/trustworthy, proactive/
empowering
8. CREATIVE
BRIEF
• BRAND VALUE/CHARACTERISTICS
• As a part of the security forces in
Malaysia, PDRM is responsible to give
assistance in the protection of life and
property.
• MEDIA/ADVERTISING REQUIREMENTS
• 1 (one) series of Print Ad (magazine + press)
; 1 (one) Television Commercial (15” cut-
down + 30”); 1 (one) Billboard Ad
• MANDATORIES
• PDRM sign-off and referral to website
9. EXECUTION
• THEME: Spoofing
• APPROACH: Art and Craft
• CONCEPT
• Wolf in Sheep’s Clothing
It is an idiom of Biblical Origin, used of those playing
a role contrary to their real character, with whom
contact is dangerous
• References
Catholic Lane. (n.d.). Wolf in sheep’s clothing
[Image]. Retrieved from
http://catholiclane.com/masquerades-in-the-
news/wolf-in-sheeps-clothing/
17. EXECUTION
• COPY
1. MAGAZINE & BILLBOARD
“THERE IS BLUFF UNDER THAT BLUFF”
Reason:
• Magazine is read by limited audiences; with
certain ages, genders, races and cultures.
Therefore, the copy is addressed to the specific
target market, which is young adults.
• Billboard is presented to passing pedestrians and
drivers. Therefore, the copy is designed to catch a
person's attention and create a memorable
impression very quickly, leaving the reader
thinking about the advertisement after they have
driven past it.
2. NEWSPAPER & TVC
“DON’T BE THAT SHEEP”
Reason:
• Newspaper and TVC is read and watched by wider
audiences; with varying ages, genders, races and
cultures. Therefore, the copy needs to be simpler
and easier to understand.
