Sumsub unveils 'The Beast 2.0' to combat digital fraud in APAC
Sumsub has launched the next iteration of its campaign against digital fraud in Asia Pacific, introducing "The Beast 2.0" with a renewed emphasis on secure digital inclusion.
The campaign features The Beast, a recurring fictional character that represents fraud, and builds upon Sumsub's previous efforts to highlight the risks associated with digital transformation across the region. "The Beast 2.0" aims to engage compliance professionals and digital onboarding teams within industries such as fintech and crypto, with a particular focus on safe access to digital services and greater public awareness of digital fraud risks.
Fraud trends in APAC
Sumsub has reported a significant increase in fraudulent activity across Asia Pacific, with company data indicating a 121% rise in identity fraud in 2024 compared to the previous year. Rapid digital adoption in the region has presented opportunities for fraudsters to target vulnerabilities in identity verification systems, raising concerns for both businesses and end users.
The campaign will release two new videos over the coming months, each examining different aspects of what Sumsub refers to as an evolving "fraudemic" in APAC. These will address diverse topics within digital inclusion and security as the digital economy continues its expansion across markets including Singapore, Hong Kong, Philippines, Thailand, Malaysia, and Indonesia.
Digital inclusion and campaign focus
The initial video in "The Beast 2.0" campaign is centred on promoting safe and secure digital inclusion. Sumsub notes that the growing reliance on digital platforms for everyday transactions underscores the need to ensure that real individuals can participate securely, while fraudsters remain excluded.
"We are excited to reveal the new chapter of 'The Beast' with a more compelling and expansive narrative that addresses the evolving challenges of building a safe and secure digital future," said Vitaly Gribanov, Senior Brand and Creative Director at Sumsub. "Since its debut last year, The Beast has received multiple international accolades and become a memorable character in Sumsub's brand storytelling. Through 'The Beast 2.0', we seek to further elevate our presence across APAC and reinforce Sumsub's reputation as a bold, human-friendly, and forward-thinking global verification provider."
The company intends for the campaign to foster discussions on people-centred, inclusive approaches to digital transformation. It intends to use various digital platforms, including cross-platform video, targeted banners, and social media outreach, to target stakeholders dealing with compliance and digital onboarding throughout the region.
Campaign reach and recognition
The original "The Beast" campaign, launched in 2024, exceeded Sumsub's expectations by reaching over 40 million impressions across platforms in its first three months, outperforming initial projections by 290%. The company also reports that the campaign delivered over 2 million video views in total.
"The Beast" has also achieved recognition within marketing and advertising sectors, earning more than 15 awards internationally. These include three Gold awards at The Muse Awards 2024 for Branded Content – B2B, Advertising – Online Ad (Campaign), and Video – Business to Business, as well as honours from The Davey Awards, The Drum Awards and w3 Awards.
Sumsub's "The Beast 2.0" campaign expands on these achievements, with further content being introduced across its digital ecosystem in APAC markets. The initiative is intended to maintain momentum behind discussions on digital trust, identity verification, and the ongoing threat of fraud targeting online platforms.
