Daisy vs Scammers

Client: O2

O2 faced a significant challenge: scammers impersonating their brand were damaging customer trust while operating beyond legal reach. Rather than just warning customers, O2 decided to fight back by targeting scammers' most valuable resource—time.

The creative challenge was developing a solution that engaged scammers at scale, while generating widespread awareness about fraud prevention. The resulting innovation was Daisy, an AI-powered virtual granny, designed to waste scammers' time through endless conversation. By combining advanced AI technologies trained on real scammer data from renowned scambaiter Jim Browning, Daisy successfully engaged 1,000s of scammers, some for over 40 minutes. Her authentic-sounding conversations about her hobbies, recipes and cat were transformed into compelling social content that connected with audiences. This innovative approach generated 2,000+ pieces of global coverage, improved O2's fraud prevention reputation by 42%, and increased fraud reporting by 44%, demonstrating how purpose-driven technology can create social impact and brand value.