With the rise in phishing and spoofing fraud, Aramex has launched an AI-generated recognition campaign to help customers distinguish between legitimate brand communications and fraudulent communications.
Deployed on the company's social media platform, the campaign uses intentionally surreal AI-style videos to highlight the growing issues of fraudulent messages targeting Aramex customers in major markets such as the UAE, Saudi Arabia and Jordan.
Aramex's films begin with an introduction to traditional brands before the AI glitches into the visuals generated by the AI. It's a surreal scene that obscures fiction and reality with streaming drones, people with boxes and animal heads. The narrator shares a warning that “everything you see in the digital world is not real,” warning viewers about scammers pretending to be Alamex, urging them to verify official communications and avoid acting on suspicious messages. The tone of Aramex videos – the attention and absurdity of equal parts – intentionally reflects the confusing nature of fraudulent content online.
https://www.youtube.com/watch?v=s51pudttode
The campaign draws from insights that not only are spoofing scams growing, they are also sophisticated and evolving. According to AG's 2024 market report, phishing and spoofing attempts accounted for 90% of all cybersecurity incidents last year.
Mike Rich, Aramex group CMO, explained: “Due to scams targeting volume and refined industries, traditional recognition methods simply didn't get through noise. We adopted AI for creative in classic cases fighting fires in fires.
With scammers increasingly relying on AI tools to generate fake emails, cloned websites and deepfalk content, Aramex has chosen to reflect this approach in a way that reveals danger. Shahir Sirry, Global Creative Director at Aramex, added: “Shut up fraudsters use artificial tactics to deceive people, so they lean on artificial visuals to emphasize that these tactics are unnatural and misleading.
This initiative promotes three core safety measures: Verifying senders via official Aramex channels, not paying through unofficial links, staying vigilant on all platforms, including social media.
The campaign coincides with a 28% increase in Aramex mobile app downloads since its launch, and the company is positioned as the safest platform for tracking delivery and making payments.
The video is supported by a wider digital campaign rollout, allowing you to watch Aramex's official YouTube, LinkedIn, Instagram, X and Facebook channels.
credit
aramex
Chief Marketing Officer: Mike Rich
Global Creative Director: Shahir Sirry
