O2 has long been building its image as a socially responsible brand that cares about safety in the digital space. However, in 2025, a new and extremely dangerous wave of scams hit Slovakia. Fraudsters began using AI to clone the voices of loved ones, needing only 10 seconds of a recording to simulate the voice of a son or grandson in distress over the phone.
This attack on human trust cost Slovak residents more than a million euros in the first half of the year alone. Since technology itself cannot fight the manipulation of emotions and trust, we had to teach people how to protect themselves using their own judgment.
We decided to bring back a symbol of trivia shows, whom all of Slovakia associates with "million-dollar" questions. Martin Nikodým became the face of the campaign, swapping the hot seat in the studio for public education in the fight against AI scams.
Through the website rozpoznai.sk and collaborations with influencers, people generated more than 28,800 security questions and tested their ability to distinguish AI from reality. With nearly 90,000 website visits and earned media value of €320,000, the campaign confirmed that in the fight against sophisticated artificial intelligence, sometimes the most effective weapon is a simple, personal question.
