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Company profile
HBL is on the leading Banks of Pakistan and has shown great strengths and business in terms of
customer base and deposits. It was first commercial bank developed in 1947. They also claim to
be the largest private sector with 1450 branches and more than 5 million customers. HBL is
currently rated AA (Long term) and A-1+ (Short term) and has a balance sheet size of USD 10.2
billion.
Concept:
The notion behind this add is to make the consumer believe that our Services is very User
friendly, so user friendly that even someone like Mr. Bean (who is considered to be a simple man)
can use it.
Critical Review:
This section of the article will explain what went wrong in this campaign.
[HBL] PAGE 2
CRITICAL REVIEW OF PHONE BANKING CAMPAIGN OF HBL
What HBL targeted were small children who would after 10 years (maybe) become potential
Customers. So either it was a very long term brand entity development or just playing stupid.
Summary:
HBL may show profits and success of this campaign with numbers of increasing phone banking
trend in their company BUT there is always an Estimated growth expectancy behind every
intelligently launched campaign, i.e. that with the launch of this campaign we will increase users
by X percentage in Y period, I mean a complete growth forecast with 90 to 95% accuracy must be
populated for the approval of such campaigns.
My point is very simple, I highly doubt that this campaign measured up to those expectations of
the stake holders.
Regards,
Adeel Sattar
+92 345 4001192
Reference:
Commercial can be viewed here.
http://www.youtube.com/watch?v=380QGdF9kSI
[HBL] PAGE 3