SmarTone takes proactive stance to raise awareness of cyber threats

Local telco SmarTone has unveiled a new campaign to raise awareness of cyber threats and take proactive measures
to protect themselves and their loved ones.

Featuring the tagline "Love protects, so do we", the campaign leverages a powerful visual of a yelling man, not because he's facing scams on his phone, but because he's deeply worried about his family who are playing with their phones and may be targeted by scams.

This striking image symbolises the concern about scams that can target customers' family members, including the elderly and children. This can also reflected by the It's a vivid reminder that these threats are all around us and our loved ones.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from SmarTone said the campaign introduces a fresh perspective in the fight against increasingly sophisticated online scams. "While many anti-scam initiatives focus on individual awareness, SmarTone shifts the narrative to emphasise a critical blind spot: the vulnerability of family members, particularly the elderly and children, rather than just the individual."

This approach tackles the common overconfidence people have in their own ability to spot scams by redirecting their concern toward protecting their loved ones, added the spokesperson. "What sets this campaign apart is its proactive stance—beyond raising awareness, SmarTone offers practical, actionable services designed to safeguard families, providing real solutions rather than just warnings. This combination of emotional resonance and tangible protection is a novel twist in the crowded anti-scam landscape."

The month-long campaign targets "family owners"—individuals responsible for the well-being of their household, particularly those with elderly parents, young children, or other vulnerable loved ones, said the spokesperson. "This demographic is likely to feel a strong sense of duty and urgency when it comes to protecting their family from digital threats."

SmarTone's campaign strengthens its image as a reliable digital partner by emphasising family protection. By showcasing relatable scam scenarios, it highlights risks to children and the elderly, making the threat feel immediate and personal, added the spokesperson. "This positions SmarTone's products and services as essential for peace of mind, building brand trust and differentiating it from competitors with a focus on family-centric security."

As part of the campaign, SmarTone offers a range of protective measures, including a 24/7 anti-scam WhatsApp hotline, which allows users to verify suspicious calls, messages, and websites with expert team at any time. Additionally, the company employs a combination of methods such as staff verification codes, verified senders, and official domains to reinforce identity verification and combat fraud.

Furthermore, SmarTone provides an all-in-one defense with its exclusive "Cyber & Voice Security" package. This integrates the capabilities of data guard and call guard to safeguard customers. The service offers 24/7 data protection to prevent personal data leaks and intercepts junk calls at the source through the mobile network.

To amplify the campaign, a mix of SmarTone’s owned channels and broader digital platforms were leveraged to maximise reach and engagement. The campaign extends to social media and online display ads to capture a wider audience, capitalising on platforms where families are already active and engaged.

Additionally, owned channels include point-of-sale materials (POSM), electronic direct mail (eDM), the corporate website, and the SmarTone mobile app (CARE App), ensuring consistent messaging across customer touchpoints, said the spokesperson. This multi-channel strategy balances targeted communication with broad visibility.

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