Daisy vs Scammers represents a breakthrough in PR by transforming the traditional anti-scam narrative. Instead of merely issuing consumer warnings, O2 created an innovative AI solution that actively wasted 1000s of scammers’ time, while generating enormous earned media coverage.
This campaign successfully positioned O2 as a protector of vulnerable customers and pioneered a new approach of brand activism. By leveraging the popular cultural trend of scambaiting, and creating shareable, emotionally resonant content, Daisy demonstrated how purpose-driven innovation can amplify brand reputation while addressing a significant societal problem.
The impact
10pp
in customer satisfaction with VMO2’s efforts in tackling fraud
£100k
British public’s money saved from fraud
