BioCatch: Fight bank fraud with their best behavior
BioCatch, the leader in behavioral biometric intelligence used to fight financial crime, was in a position that many marketing teams find themselves in: big on ambition and spread thin on budget. Where many teams would opt to simply “keep the lights on” or deprioritize brand building, BioCatch partnered with us to meet the challenge head on. We leaned into generative AI imagery and video to bring BioCatch’s story to life in new and resonant ways—and delivered outsized impact in digital channels.
Opportunity born from vulnerability
Consumers are a bank’s greatest vulnerability—susceptible to all kinds of headline-making crime that can lead to massive financial losses and ruined brand reputations. But for BioCatch, consumers are the greatest security asset.
BioCatch has a unique approach to tracking behavioral biometrics that combines fraud telemetry at scale, continuous behavior sequencing and predictive intelligence. Said another way, the unique and quirky ways humans behave in digital environments are more useful in mitigating fraud than any multi-factor authentication solution.
Our opportunity was to creatively tap into these behaviors to show financial services leaders that consumers are the key to fighting fraud.
Keywords:
A really creative approach to creative
Quirky, charming, and decidedly human-centric, our concept, “Fight bank fraud with their best behavior,” brought the consumers behind the keyboard into focus. Drawing on common, real-life biometric behaviors, we created fictionalized characters, including Long Swipe Sally, who displays distinctive exaggerated swiping motions whether she’s dancing or paying a bill. And Heavy Tapper Ted, a charismatic business leader who is as enthusiastic and intense in his business ideas as he is in firing back emails to his investors.
This relatable and endearing take on fraud technology was a broad departure from the buzzword-laden marketing common across the financial industry. Art direction was approachable and vibrant; copy forthright and sincere. But, of course, no stock library could effectively convey the nuance and specificity we were hellbent on, and with speed to market a practical priority, a custom photoshoot was off the table. So, we got creative—again.
A pixel perfect 'production shoot'
Using multiple AI engines—including Midjourney, which gave us maximum creative control—we brought four custom fictionalized characters to life. The creative team iterated extensively (to the tune of 400+ generations!), directing the visual engines to imagine hyper-realistic scenes, paying special attention to contextual details like setting and wardrobe to ensure outputs were inclusive and representative of our target demographics. We approached the process as if it were a production shoot: every detail mattered, and every iteration was an opportunity to level up the work. But we didn’t stop at static images. We couldn’t, not when so much of BioCatch’s story is rooted in physical behaviors.
Once the portraits were pixel perfect, we imported them into additional generative AI engines, including LumaAI, to create short moving-portrait videos. Again, nuance and precision were the name of the game and getting behavioral details right—like the exaggerated swipe of a Long Swiper and the hyper-speed of a Turbo Texter—drove authenticity and resonance.
Portraits and videos in hand, we launched four organic social posts on LinkedIn and targeted display ads through 6sense and Influ2. A HubSpot landing page encouraged audiences to learn more about the role of behavioral biometrics in fraud prevention.
A status quo successfully challenged
This campaign challenged the status quo of financial services marketing, replacing jargon-heavy messaging with engaging, personality-driven storytelling that resonated with decision-makers. And the results speak for themselves. These metrics underscore the campaign’s ability to not only build brand awareness but also drive meaningful engagement with key audiences that fuels demand.
lift in organic search engine rankings compared to competitors
increase in branded search
compared to pre-campaign performance
increase in website sessions from target accounts compared to benchmark
“When Marketbridge pitched the idea of AI for creative activation, we said hell yeah! I couldn’t wait to see what we could do to bring our brand story to life."