Habib Bank Limited, Pakistan’s largest bank, celebrated its 75th anniversary in the only way it knows how. By offering a CarLoan Scheme with a 7.5% mark-up.
I already have a car, hate loans and don’t want one. But the ad (see below) was marketed to me with no frequency cap. So I decided to look into their rationale.
We reached out to leading digital marketers to learn how Habib Bank Limited could have marketed this ad to an audience that might actually want a car loan.
Faiz Kazi of CarSwitch (a venture under Glowfish Capital) shared three ideas:
- “Build a custom audience by data mining what is the majority demographic for those who use car financing services in Habib Bank Limited. See which amongst your client base matches this demographic range. Use their mobile phone numbers to build a custom audience and target them on Facebook.”
- “Data mine the number of people who have a fixed amount deposited in their account every month. See what remains of it by the month end. If the amount is considerable enough to the tune of Rs. 50,000, there you may have a potential target: i.e someone who saves PKR 20,000 a month and may be enticed to pay the other PKR 30,000 a month towards installments. When you find these people get their email and phone numbers and turn it into a custom audience.”
- “Any credit card user that has gotten their Habib Bank Limited debit/credit cards charged to Uber/Careem? Get their email addresses or phone numbers. Convert them to a custom audience and target them.”
It remains to be seen whether Habib Bank Limited or its agency takes this golden advice.
Guide: How Brands Can Use Facebook Live
For more tips on custom audiences, check this out.
