Poland’s mBank has rolled out the country’s first educational campaign concerning online security. The multimedia initiative aims to draw customers’ attention towards risky online behaviour and its consequences. Douglas Blakey reports
The number of individuals using online banking in Europe has soared: from 19% in 2005 up to 46% in 2015 and Poland is no exception.
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But the growth in the use of the internet brings with it the need to highlight the issue of cybersecurity.
The issue is particularly pertinent in the area of online banking and is one that Poland’s mBank is taking the lead with the launch of Poland’s first educational campaign to promote digital security, the aim being to raise public awareness of how to protect their personal data.
mBank’s campaign, entitled “If you don’t do it in real life, don’t do it online!” is aimed at those who use online banking services via their computers, tablets and mobile phones with the main goal of the initiative to make the public aware of the possible threats lurking online.
Idea behind the campaign
“We show what we tend to do online, and what we wouldn’t normally do in real life. This way we draw attention to the fact that if some safety-related behaviours outside the Internet seem suspicious, then there is no reason to treat them differently online, says Iwona Ryniewicz, the director of the communication and marketing Strategy Department of mBank.
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By GlobalDataThe campaign, based on TV spots and a special website https://mbank.pl/uwazniwsieci – took off on 16 December 2015.
The decision to flag-up the distinction between “virtual” and “real” in a campaign on online security is explained by Jaros?aw Mastalerz, vice-president of the management board of mBank and head of operations and information technology.
He tells RBI: “Although these two worlds are easily distinguishable, both may be dangerous. So if we watch out for swindlers in a brick and mortar store or in a bus, we should do the same when receiving e-mails or using online services.
“It is worth remembering that the security features designed by security experts will be effective as long as the Internet users are aware of the dangers and remain vigilant,” he adds.
Well informed means aware…
mBank has been focused on educating clients and its dedicated website offers guidance for mass market retail banking customers, SMEs and corporate clients. mBank divided the content of the website according to the device used by customers to bank online: by computer, telephone or tablet.
To make it easy to understand, the bank issues a number of what it terms “golden security rules”.
On an on-going basis, the service displays warnings through which the bank’s experts explain what cybercrime is about.
“We clearly say what should be kept in mind and what not to do. I am convinced that these rules are as important as seatbelts in a car, concludes Mastalerz.
The educational ads are running on Polish TV and on the internet. The films have been divided into two categories – computer device security (including smartphones) and protection of sensitive personal data. They are all based on the concept of reflecting risky situations online in real life. Additionally mBank is using a number of popular Polish bloggers as ambassadors of the campaign, explaining to their followers what some internet users do online that they wouldn’t do in real life.
Just before launching the campaign, an anonymous profile @nierobisztego (“you don’t do it”) was created on Twitter.
mBank scores a hit with Light Branches concept
mBank is best known outside Poland for its digital channel innovation but its most recent branch investment project is also proving to be a winner.
In 2014, the bank started to roll out a number of light, ultra-modern units in Polish shopping centres.
Initial results are highly impressive. According to the bank, the new branches are selling three times as many basic branching products compared to traditional high street outlets with the first Light Branch taking over 60% of all orders performed by the customers of mBank in the region.
An mBank spokesperson tells RBI that Light Branches are being visited by more than 200 customers every day with over 90% of visitors reporting a positive impression of the outlet.
mBank currently operates 9 Light Branches and aims to increase the network to 40 units by 2018.
The units combine the traditional notion of physical bank branches with ultra-modern multi-touch screens, motion-sensing and face recognition technologies.
Locating the Light Branches in shopping malls offers extended opening hours including weekends compared to traditional “high street” outlets, typically only open for eight hours a day, Monday to Friday.
mBank plans to invest more than 17m in the Light Branches project over the next two years and as part of a wider branch network reorganisation programme, the bank expects to achieve annual branch savings of around 12m.
