Summit Bank recently threw ethics and common sense out the window and launched a bank account + debit card deal especially for kids. Aptly titled ‘Young Bee’ – Young Banker? – and with a squeaky-voiced mascot to match, the new offering shamelessly glorifies the ideals of materialism and consumerism. The aim is clear: Catch them young so they grow up to be familiar with your brand. Well, we really hope Summit Bank ceases to exist by the time today’s kids grow up. It is mind-boggling that this sort of thing is even being allowed to air. Elsewhere in the world, advertising to kids is explicitly banned.
Here are 3 top reasons why the Summit Bank Young Bee account is a terrible idea:
Ignorant & irresponsible
So the question posed in the boardroom meeting was this: How do we spur growth for our little known brand? And the brilliant suggestion: Hey, no one really focuses on kids right? So let’s make cards and ish for kids!
Well guess what babes? It is generally unethical and illegal in most places to advertise to kids. And if McDonald’s Happy Meals is the best part about saving for you…read further.
No self-respecting brand except McDonald’s promotes McDonald’s as a desirable go-to hangout for kids. Summit Bank, please get your lazy ass out of the 1990’s and smell the green veggies. It’s 2013 for heaven’s sake!
Oh, it’s all about savings and stuff.
Oh yeah, throw around ‘Savings’ a few times & pretend it’s all virtuous. You might notice the half-hearted attempts to soften the blow by sprinkling the ‘saving’ word around a couple of times. Well, too bad. ‘Cause they obviously are lame attempts to conceal the real deal: to get kids hooked.
Hell, if you want to promote saving show something more meaningful than a HAPPY MEAL! Education, present for mom, charity! Anything but a Happy Meal! Gosh.
Thank you for keeping my faith in humanity and pointing out this shitty idea !!
Any day! 🙂
If you’re going to complain about predacious exploitation of children in Pakistan, how about those imams teaching kids how to strap on bombs and blow themselves up? Trying to con Pakistani youth into opening savings accounts seems pretty harmless by comparison.
this is more dangerous since it is being glossed up and presented as something actually desirable, hence more insidious
While I agree with you in principle, I wonder why you are picking only on Summit Bank. Summit isn’t the first one to offer bank accounts and debit cards to children – three other banks (Allied, Al-Habib and UBL) are doing the same. In the case of Allied and Al-Habib, children are targeted directly. In addition to which, practically all advertising in Pakistan (and arguably the world) revolves around materialism. Take the new Ufone Uth Pack campaign for example. What is that really saying to young people and teens? Save money, buy more and your life will be wonderful. There is something very wrong about pushing these types of messages but let’s be clear, Summit isn’t the only advertiser guilty of being irresponsible.
Hi Marylou. Thanks for commenting! We were aware of AlHabib and Allied’s children accounts (not of UBL though) and while they are essentially the same product/service, their communication is a lot more substantial and meaningful than McDonald’s meals and shopping at a mall, which is the epitome of materialism. Both AlHabib and Allied promote things like ‘Build you future’, ‘gifts for mom’, ‘young saver certificate’ etc. All of these are much more desirable outcomes of saving than what Summit has on offer.
Secondly, we can’t have issues with materialism and promotion of it – what is advertising and marketing without that right?! But, we do have issue with promoting materialism to these little kids. There’s a reason advertising to kids is strictly banned in many developed countries.
Dude, and their radio ads are so SO annoying!! Mood off hojata hai subha subha sun kay. Thanks for taking them apart. Much appreciated.
happy to help! 😛
I hate the bee. The mascot is not even designed well. It looks like a reject from a C grade animation.
Btw, I think Allied bank also has a young savers’ account or something
Before pointing out summit bank just check out their marvellous branch band and their concept. I just checked arround with others banks products and summit banks product. First of All they have given a specific Logo of Bee for the children and secondly the name Young BEE. As far as I think BEE save bits of Jucie and then the outcome is HONEY after a period of Time.
Other banks are advertising “Saving Karoo” concept while if u think as a child you just cant safe your pocket money.
While as Summit bank. Its just not all about Happy Meal. Summit Bank is offering several deals and Add on if you are a Young Bee account holder. e.g if you are paying 300 for big mac only and if you are paying it through Young Bee debit card u’ll get Up size free dirnk and fries or icream 100% free. 3 burgers against payment of two.
and Above all if parents shop / buy petrol or dine in with young bee vard they will also earn Loyalty pints just like credit card feature and each point has a value which can only redeamable at any MC donald outlet. parent will shop or child will buy and also enjoy free meals of their choice not JUST HAPPY MEAL.
So summit bank offering Savings account as well as benefits if they spent money also. not like others they just offer savings account not if they spent nor any 1 has a Mascot for children.
Summit Bank is the best as far as I know in terms of Services and Famouns in customzied banking like 24hrs , 9 to 11 and Saturday Sunday and Public holiday banking. And 90% services are free of Cost.
Better to Understand and survey about product before pointing out false things according to your understanding.