Emirates NBD turns taxi rides into fraud awareness lessons
Emirates NBD has launched a large-scale fraud awareness push across Dubai, introducing the region’s first interactive in-cab fraud prevention experience.
The ‘Spot the Fraudster’ campaign used Binary’s connected taxi screen network across the RTA fleet to deliver a quick, gamified quiz asking passengers to identify a fake banker.
The aim was to turn an ordinary taxi ride into a moment of education to not only increase awareness but also help customers better understand how to spot scams.
By shifting fraud education into interactive quizzes in taxis rather than relying solely on traditional media channels, the campaign was designed to catch consumers’ attention in a setting where they were more likely to engage.
Across the campaign period from July 24 – September 30, Emirates NBD the initiative served 601,295 spots across Dubai's taxi network and drew active participation from 37,247 passengers.
The activity generated a Click-Through Rate of 6.19%, which is well above typical industry benchmarks and a strong signal that the format cut through.
Santosh Sarma, CEO of Binary, said: "We are extremely pleased with the outcome of the 'Spot the Fraudster Taxi Initiative'. This campaign for Emirates NBD has established a new standard for interactive in-cab connected TV advertising, showcasing the effectiveness of our platform to deliver impactful, engaging messages,
“We did not simply broadcast a message; we invited participation. This turned a media impression into a substantive experience, which is reflected in the outstanding response rates.”