TrueCaller Ramadan Campaign

TrueCaller needed to make Indonesian consumers more cautious with unknown callers and online scams during Ramadan, a season of trust, generosity and family that scammers exploit by posing as trusted people and persuading victims to send money digitally. TrueCaller research cited by the agency places Indonesia among the top six countries for spam calls, averaging 14 per user per month. The difficulty is that a caller-ID app has a functional, low-interest proposition in a seasonally crowded window, so Vero's read was that warnings carry more weight from doctors, police and financial institutions than from a brand account.

Vero ran a social media campaign on Instagram and Twitter with 15 influencers drawn from lifestyle, medicine, police authorities and financial institutions, equipping them with a series of infographics about cyber risks such as spam calls, unknown caller IDs, online shopping risks, suspicious links and fake institutions. The casting itself did much of the persuasive work, positioning TrueCaller as the practical safeguard for staying alert during the season of giving.

The approach worked by timing an anti-scam message to the period when scam activity and audience receptiveness both peak, and by lending a utility app credibility a brand channel cannot supply. Content ran on Instagram and Twitter. Vero reports more than 18K total reach and more than 21K total interactions; all figures are self-reported, the counts are modest in absolute terms, no baseline, install or business metric is disclosed, and the campaign year is not stated.