O2 Anti-Fraud Campaign: Engerio Brought the Most Engaged Visitors to the Website

The rapid development of artificial intelligence brings many benefits — but also new threats. To alert Slovaks to the growing issue of AI-related scams, O2 launched the RozpoznAI campaign, in which Engerio was also involved.

O2 not only advertises its services but also addresses important societal topics. As with product campaigns, capturing audience attention amid the flood of advertising is challenging. It’s not just about a click - it’s about getting people to remember the information too.

That’s why O2 created content that actively involves readers and encourages them to learn. On the campaign microsite, rozpoznai.o2.sk, visitors could take a test to determine if they can recognize scam techniques.

Campaign Goal: Warn People About Scams and Protect Their Property

“The goal of the campaign was to inform the public about how to identify scam messages, emails or fake profiles and to teach people how to distinguish between real and AI-generated content,” explains Radka Kadlečík Rýzková from O2.

When planning the campaign and its placement, it was important for the communication to feel trustworthy rather than overtly commercial. For this reason, O2 chose to use Engerio - its ads blend naturally into content and better reach the campaign’s target audience. They also offer an excellent price-performance ratio.

Engerio’s native ads appear on top Slovak online magazines such as Aktuality.sk, Pravda.sk and Topky.sk. These ads recommend both editorial and sponsored content - especially after readers finish an article, when they are receptive to discovering related topics like scam protection.

The campaign had three main goals:

• Drive as many visitors as possible to the campaign page at rozpoznai.o2.sk.
• Educate readers to explain how to distinguish real from fake content.
• Encourage users to take the test and actively engage with the topic.

What were the main reasons you chose to work with Engerio?

- Lower cost per click (CPC) compared to other media channels.
- Access to clear, real-time performance statistics throughout the campaign.
- High-quality media - reputable Slovak websites that provide a trustworthy context for a sensitive topic.
- Simple and fast campaign setup without complex preparation.

Campaign Execution: Strong Click-Through Rates Showed Genuine Interest

In the campaign, O2 used six ad previews with different visuals and headlines. The above-average click-through rate of 1.94% across the entire campaign shows that the topic resonated with readers. The most successful headline Protect Yourself from AI Scammers with a Control Question Only Your Family Knows the Answer achieved a click-through rate of up to 2.13%.

O2 valued the campaign’s fast setup and the platform’s quick adaptability to their needs. Another advantage was having clear, real-time campaign statistics.

“Also, the native formats - where ads feel natural and don’t deter users - were a big plus for this educational campaign,” emphasized Radka Kadlečík Rýzková.

Results: Engerio Visitors Engaged the Most

The campaign’s main goals - visits to the subpage and completion of the test - were achieved thanks to a good mix of media and Engerio’s involvement. 

Visitors coming through Engerio stood out in the campaign statistics. They had the highest engagement rates, lowest bounce rates, and longest engagement time per session compared to other channels.

“Importantly, native Engerio formats accounted for 26% of all test questions loaded during the campaign - proving the impact of native advertising in building user engagement,” evaluates Radka Kadlečík Rýzková.

Quizzes and tests are very popular editorial content formats on Slovak news sites. Because Engerio visitors came directly from online magazines, they were likely more open to this kind of interactive format than users from other channels.

“We would definitely recommend Engerio further. Communication with the team was excellent - fast, straightforward and friendly. We especially appreciated quick responses, clear statistics and support in optimizing the campaign. The campaign ran smoothly and everything was delivered on time,” concluded Martina Jurkasová from Publicis Groupe.

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