Information Security at William Hill


Against the backdrop of GDPR [and a serious attempt to defraud the company through a phishing scam], global betting and gaming firm William Hill sought to raise information security awareness levels among its 16,000 employees across eight countries.

Don’t Bet On It

Finding the right engagement hook would be vital in generating an appetite for learning more about information security threats. In brand ambassador and former international footballer Robbie Savage, we found the perfect fit. 

Infamously self-assured, Robbie provided the ideal embodiment of the complacency that can expose companies and individuals to information security threats. We sent Robbie to ‘cyber school’, and filmed him as he took a series of infosec quizzes that we developed to test learning and understanding of what good behavior looks like. The gauntlet was then thrown down to William Hill employees to show how much they knew, and to see if they could do better than Robbie.

Showing that information security is a serious business

We teased the campaign with a light-hearted animation that challenged employees’ appreciation of the likelihood of certain cyber attacks. By contrasting the long odds given for a number of highly improbable events (like the odds of Elvis being found alive and well) against the very short odds of being a cyber attack victim, we made the point that information security is a serious business, via the creative platform, Don’t Bet On It.

Robbie then took over as the face of the campaign, and in the series of short films of him taking the information security quizzes, Robbie’s mixed results demonstrated perfectly that most people take a lot for granted in their day-to-day behaviours.