DDB Aotearoa

New Zealanders lose around NZ$250m annually to cyber crime. Re:scam was developed to help people from becoming fraud victims by occupying the time and resources of scammers through deploying a well-educated artificially intelligent chat bot.

Re:scam is an artificially intelligent email bot made to reply to scam emails. Re:scam wastes scammers time with a never-ending series of questions and anecdotes so that scammers have less time to pursue real people.

When someone forwarded a scam to me@rescam.org our chatbot adopted a character type and replied to the scammer based on the content of the scam email.

The bots replies were intended to lead scammers on for as long as possible.

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- Accurately identifies scam emails.
- Has multiple personalities with unique traits.
- Can generate fake postal addresses, credit card details and bank details.
- Makes typos and mimics human tendencies.
- Randomizes response times.
- Uses IBM Watson’s natural language understanding to analyse email content, learn keywords and determine responses.
- All data is shared with cyber crime agencies.


The Results

- +1 million emails sent to scammers.
- 5 years of scammers' time wasted.
- +279 million earned media impressions.


Digital Outdoor



At rescam.org people could get more information, read example conversations, learn how to protect themselves from email scams, and find out more about Netsafe.

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