Secret Tour Hong Kong launched an innovative fraud prevention public education campaign for Standard Chartered Bank. Traditionally, anti-fraud messages are perceived as dull and unengaging, but this campaign incorporated a beloved Hong Kong tradition, yum cha (飲茶), to deliver the message in a more digestible and relatable format.

Target Audience

The campaign specifically targeted the elderly, who are often the most vulnerable to scams and fraud. By using the familiar yum cha theme, especially cherished by this demographic, the campaign made its anti-fraud advice more accessible and engaging for its core audience.

The Idea: Anti-Fraud Restaurant (防騙大查樓)

The Standard Chartered Anti-Fraud Restaurant (防騙大查樓) was a pop-up transformed from a dim sum eatery. It served five creative dim sum dishes that delivered fraud prevention tips to the public.

The Dim Sum with Meaningful Messages

The campaign used clever wordplay, with each dish conveying a simple and down-to-earth anti-fraud message:

1. 貪念牛慾求 (Get Rich Quick Beef Balls)

A reminder not to let greed cloud your judgement, as many scams target the desire for quick wealth.

2. 亂㩒link就棗糕 (Fake Link Red Dates Cake)

Clicking on links from suspicious SMS can lead to trouble (“棗糕” is a homophone for “糟糕”, meaning “a mess”)

3. 小鮮肉電話粥 (Hot Meat Congee)

A telephone call from “a piece of hot meat” might try to steal your heart, but the real goal is to steal your money.

4. 私人密碼拉糕 (Ma Lie Cake)

Not to let go (disclose) your private passwords (“密碼”) to others.

5. 難分真與餃 (Don’t Be ‘Dumblings)

Avoid being “dumb” when faced with tempting online shopping deals. Just as you savour dumplings, remember not to be fooled by offers that seem too-good-to-be-true.