In an informative DOOH campaign, du raises awareness on the importance of never sharing your OTP. UAE's busy roads and cityscapes have been taken over by this creative and successful outdoor campaign iIn the wake of new high digital threats. Du has stepped up to answer a vital cause of online fraud and phishing attacks targeting customers via One-Time Passwords (OTPs), showcasing a simple yet engaging visual that replicates the real scam tactics that one is exposed to on a daily basis. To counteract the latter, du makes the threat immediately identifiable, ensuring that pedestrians have an easy time perceiving the warning easily in a matter of seconds while driving or passing by. A dark, shadowy figure with evil eyes peering over the message, graphically indicating cybercrooks lurking in the background behind simple and innocent-looking requests. The headline phrase Someone asking for your OTP? Always remember never to give it. also translated into Arabic, is brilliant in nature. Instead of bombarding individuals with cybersecurity technicalities, du distills the entire message into a single compelling piece of advice, “Never share your OTP.” The bilingual presentation ensures reach and access across the UAE's multicultural population. In addition, the use of a dark villain figure ensures that the message is remembered better and provides a visual shortcut for scammers that will be recalled the next time a viewer is targeted with a questionable request. By investing in such a public safety venture, du repositions itself not just as a telecommunication service provider but also as a responsible digital guardian of its consumers. The conceptual campaign took off on Dubai’s digital screens in the first week of August.
