Hack The Scam: how a scambaiting live turned laughter into fraud prevention for BNP Paribas.
Explore how Samuel Étienne’s chat reacted to live trapped calls with Leslie and Lalain, how the “breathe, hang up, call back” advice spread, which questions and expectations about banks emerged and what lasted after the stream.
Prompt usedAsked in Uncloak AIAnalyse all the chat conversations during BNP Paribas’s “Hack The Scam” live, hosted by Samuel Étienne on Twitch on 10 October 2026 with Leslie from Arnaque Moi Si Tu Peux and Lalain. This cyber fraud awareness operation used scambaiting and entertainment to share prevention advice, notably “breathe, hang up, call back”. What do the conversations tell us about how the operation was received, the audience’s reactions and emotions, the perception of BNP Paribas and participants’ relationship with banking scams? Freely explore the themes and lessons that emerge, including those this question does not anticipate, without limiting yourself to brand mentions. Produce an in-depth analysis in French, useful to the agency and its client, with the relevant figures, standout moments and contextualised, timestamped verbatims. Distinguish observed reactions from conclusions that cannot be drawn from the chat alone.
Analyse l’ensemble des conversations du chat pendant le live « Hack The Scam » de BNP Paribas, animé par Samuel Étienne sur Twitch le 10 octobre 2026 avec Leslie d’Arnaque Moi Si Tu Peux et Lalain. Cette opération de sensibilisation à la cyberfraude utilisait le scambaiting et le divertissement pour transmettre des conseils de prévention, notamment « respirer, raccrocher, rappeler ». Que nous apprennent les conversations sur la réception de cette opération, les réactions et les émotions du public, la perception de BNP Paribas et le rapport des participants aux arnaques bancaires ? Explore librement les thèmes et les enseignements qui émergent, y compris ceux que cette question n’anticipe pas, sans te limiter aux mentions de la marque. Produis une analyse approfondie en français, utile à l’agence et à son client, avec les chiffres pertinents, les moments marquants et des verbatims contextualisés et horodatés. Distingue les réactions observées des conclusions qu’on ne peut pas établir à partir du chat seul.
Research scope
BNP Paribas’s “Hack The Scam” live, hosted by Samuel Étienne with Leslie and Lalain on 10 October 2026, about 15:45 to 17:58 UTC, with a follow up from 11 to 23 October. Captured 23 October 2026. Report prepared by Vanksen in collaboration with Uncloak, written in French and translated here.
Reading the measures
Viewers describe the stream’s audience. Chat participants are the accounts that wrote in chat. Participants per 5 minute slot do not add up. The emotion and theme breakdown covers 2,073 qualified messages among the 4,004 messages of the live.
Reading the audience signal
The report describes reactions observed in chat. It does not measure behaviour change, awareness lift or the effect of the operation beyond the conversation.
Conversation examples
Messages and times come from the Uncloak AI analysis. They are reproduced as expressions of participants, in context, and are not a representative survey. Quotes are translated from French; the BNP Paribas mentions also show the original wording.
- The timeline groups the 4,004 messages into 5 minute slots from 15:50 UTC. Period volumes are recalculated from this series with non overlapping periods.
- The stream page in Uncloak shows 2,073 messages and 326 chat participants, while the analysis reports 4,004 messages and 515 participants and uses 2,073 as its semantic sample. The scope behind this gap is not established. Both agree on 1,379 average and 1,745 peak viewers.
- Expectation counts concern banks in general, not BNP Paribas specifically.
- The follow up quotes for the 3R rule are examples, not an exhaustive count. 23 October is a partial day.
Research source: Uncloak AI · Captured 23 October 2026 · A dated research snapshot
A success in engagement and education.
The scambaiting format held attention: the audience laughed, and repeated the prevention message. What the report reveals, in four findings.
- 01A format that gets a reaction.
Trapped calls and the music sequence drive participation. Chat reaches 304 messages in five minutes at the first peak.
- 02The advice is repeated and discussed.
The analysis finds 142 mentions of the 3R rule and its variants, and 68 targeted questions about fraud and bank protocols.
- 03Useful expectations emerge for BNP Paribas.
Three concerns about banks stand out: refunds, support without blame and adviser availability.
- 04The conversation continues after the live.
The follow up reports 6 mentions of “Scamuel” by 5 participants on Samuel Étienne’s channel, plus explicit repeats of the 3R rule on Samuel Étienne’s and Lalain’s channels.
The first trapped call peaks at 304 messages at 16:10. A second call and the questions about banks bring 282 messages at 17:15, before the music and wrap up.
How Uncloak AI reviewed 30 French speaking creators for a BNP Paribas campaign, from finance affinity to community brand safety.
Hosted by Samuel Étienne in Just Chatting, “HACK THE SCAM : avec Leslie et Lalain en lutte contre les scammeurs ! #publicité” ran on 10 October 2026 from 15:45:03 to 17:56:24 UTC (2 hours 11 minutes). 2,073 of the 4,004 messages were qualified in the in-depth semantic analysis.
The moments that get a reaction.
Messages and distinct participants per 5 minute slot. Times in UTC; add 2 hours for Paris on 10 October.
| Period, UTC | On air and in chat | ||
|---|---|---|---|
| 15:50 to 16:05 | 336 | 75 | Launch. Leslie and Lalain are introduced and the set up is explained. Curiosity and welcome for the guests. |
| 16:05 to 16:20 | 781 | 147 | First trapped call. The fake call centre agent draws laughter and mockery. The 16:10 peak reaches 304 messages. |
| 16:20 to 17:05 | 995 | 95 | Techniques and experiences. Identity theft, prevention advice and stories from the audience. |
| 17:05 to 17:40 | 1,109 | 119 | New call and discussion. Sarcasm toward the scammer, then questions about fraud and the role of banks. Peak at 17:15: 282 messages. |
| 17:40 to 18:00 | 783 | 120 | Music and wrap up. The advice is repeated, dance emotes, thanks and “Scamuel”. |
Peak participants is the highest count observed in a single 5 minute slot in the period; participants per slot do not add up. Volumes are grouped from the series of 4,004 messages, start included and end excluded. Scenes are described in the live analysis.
Laughter sits alongside concern.
Laughter dominates, next to shock, personal experiences and prevention advice.
Reactions also make room for shock, personal experiences and safety advice.
“Samuel is going to hang up on all his contacts”Live chat · 16:05:13 UTC · Translated from French.
“I got scammed in a moment of weakness. But at one point I managed to hang up and block my card straight away”Live chat · 17:01:02 UTC · Translated from French.
“there are video calls with an adviser who looks like the real adviser etc... so what do you do then :D”Live chat · 16:23:00 UTC · Translated from French.
Semantic breakdown reproduced from the Uncloak AI output. The first classification covers 2,073 qualified messages among the 4,004 messages of the live.
Reflexes picked up in the conversation.
The audience’s own wording shows how the advice circulated during the live.
The rule is repeated directly and with humour: quoted, rephrased and folded into the live’s running jokes. The messages show how the advice enters the conversation.
“Breathe → hang up → call back”Live chat · 16:20:22 UTC · Translated from French.
“Best technique: hang up. Call your bank back,”Live chat · 17:30:43 UTC · Translated from French.
“Damn, he’s applying the 3 Rs NotLikeThis”Live chat · 17:45:12 UTC · Translated from French.
Several pieces of advice can appear in the same message. In French the rule is “respirer, raccrocher, rappeler”, hence the 3R.
Concrete situations get people talking.
254 messages with a question mark, from 116 participants. 68 questions are classified about fraud and bank protocols.
Questions are about specific situations: who refunds, how a scammer gets personal data and what to do when the displayed number looks genuine. Chat connects the prevention message to concrete concerns.
“refund in case of fraud? does the bank block it directly?”Live chat · 17:24:59 UTC · Translated from French.
“if the number displayed is exactly the branch’s number, what do you do?”Live chat · 17:24:23 UTC · Translated from French.
“how does the scammer get the first name/last name or the IBAN?”Live chat · 17:23:10 UTC · Translated from French.
“I’ve already clicked, how should I react?”Live chat · 17:25:24 UTC · Translated from French.
Prevention opens a debate about support.
Three expectations stand out: clearer refund processes, support without blame and an adviser who can be reached.
“the refund process is far too long, we wait for weeks”Live chat · 17:31:03 UTC · Translated from French.
“banks always put the blame on the customer”Live chat · 17:32:32 UTC · Translated from French.
“advisers are very hard to reach, you stay on hold for 30 min”Live chat · 17:31:31 UTC · Translated from French.
“A 24/7 hotline for phone scams would be great”Live chat · 17:35:16 UTC · Translated from French.
These messages are about banks in general. They should not be attributed to BNP Paribas without an explicit mention.
Question percentages are of the 68 classified questions; rounded, they total 99.9%. Theme counts come from the analysis.
Eight messages name BNP Paribas.
Direct mentions of the sponsor mix brand identification, humour, criticism and questions about the bank’s role.
Two questions are directly about the bank’s responsibility: refunds in case of fraud, and what can be done against the platforms scammers use. The other mentions identify the sponsor, joke or express skepticism.
| UTC | Message, translated | Original (French) |
|---|---|---|
| 15:57:49 | Talking about SCAMS with BNP Paribas as the sponsor is pretty funny all the same, this bank is a scam haha | Parler de SCAM avec BNP paribas en sponso, c’est quand même drolesque, cette banque est un scam haha |
| 16:00:47 | Screw the scammers, BNP, | NIK la BNP les scammeurs, |
| 16:22:50 | is BNP doing ok? | la bnp va bien? |
| 16:29:38 | @[viewer] good evening, it’s BNP sponsoring this show, | @[viewer] bonsoir c’est bnp qui sponsorise cette émission, |
| 16:49:35 | So does BNP refund then, or does it talk about gross negligence like the others? Kappa, | Est-ce que la BNP rembourse ducoup ou alors elle parle de faute grave comme les autres ? Kappa, |
| 16:53:58 | Can BNP Paribas or another organisation take action against platforms like Transcash that let scammers operate? | La BNP Paribas ou autre organisme peut elle engager des actions contre les plateforme comme Transcash qui permet aux escrocs de sévir ? |
| 17:42:00 | @[viewer] If BNP is behind it I’m afraid there’s no singer T^T, | @[viewer] Si c’est la BNP derrière j’ai peur qu’il n’y a pas de chanteur T^T, |
| 17:54:46 | bnp Paribas ? | bnp Paribas ? |
Source: extraction of the eight BNP / Paribas mentions in the main Uncloak AI conversation, live of 10 October 2026 on the samueletienne channel. Wording kept as provided in this extraction; usernames of other viewers are replaced with [viewer].
The message resurfaces after the broadcast.
The follow up from 11 to 23 October shows two traces of the operation: the “Scamuel” nickname and the 3R rule.
| Signal | What the analysis reports | Timestamped examples, translated |
|---|---|---|
| “Scamuel” | 6 mentions by 5 distinct participants on Samuel Étienne’s channel | “SCAMUEL” · 11 October, 16:44:51 UTC “scamuel lol” · 15 October, 10:03:13 UTC |
| The 3R rule | Explicit repeats of the rule on Samuel Étienne’s and Lalain’s channels | “breathe, hang up, call back” · 11 October, 19:32:14 UTC · Samuel Étienne “BREATHE HANG UP CALL BACK” · 13 October, 19:42:58 UTC · Lalain |
“Scamuel” reappears in Samuel Étienne’s chat after the event, six times from five distinct participants.
“Breathe, hang up, call back” is repeated in later chats on Samuel Étienne’s and Lalain’s channels.
Source: post live follow up of the main Uncloak AI conversation. The six mentions concern the term “Scamuel” on Samuel Étienne’s channel. The 3R quotes illustrate contextual repeats and are not an exhaustive count. 23 October is a partial day.