Daisy vs Scammers

Client: O2

Amidst the rising scam epidemic on mobile networks, O2 created "Daisy" – an AI granny designed to waste scammers' time by engaging them in lengthy conversations so they couldn’t target other mobile users. Daisy integrates multiple AI systems to deliver natural, real-time conversations that are indistinguishable from a real person, keeping them occupied for up to 40 minutes through limitless patience and endless small talk.

Creative challenges included: -Developing AI-powered voice technology that sounds authentic enough to fool 1000s of scammers -Creating a believable personality, scammers would continue engaging with -Balancing technological innovation with engaging storytelling for public awareness By transforming Daisy's scammer interactions into compelling social content, we shifted gears from protection to cultural phenomenon, generating 2,000+ pieces of global coverage and saving Brits over £3m annually. Most importantly, we reclaimed mobile devices from being instruments of fear to become weapons of justice, with O2 leading the charge.