If-then promise

The pattern

This commercial ad is filed under If-then promise.

Define

A conditional contract: if you do this, you get that. The sentence can be tested against the reader's own case.

Mechanism

Specificity does the persuading. The if names the action. The then names the outcome. Hedging kills it.

Verdict

We can name both the action and the result without adjectives

Why it works

The caption carries the contract, اذا احتجت مساعدة، حمل التطبيق, if you need help, download the app and chat with a representative, and the image answers the obvious doubt about where. وين ما كنت, wherever you are, sits over a woman on her own sofa talking to a laptop, so help from an insurer looks like a relaxed talk at home, not a queue. The phone number at the end of the caption keeps a route open for anyone who would still rather call.

The big idea

Help from your insurer comes to your sofa: wherever you are, open the Bupa app and chat with a customer care representative.

The offer

Download the Bupa Arabia app and chat with a customer care representative, or call customer service on 800 244 0307.

Lines from the ad

وين ما كنت

Wherever you are

دردش مع ممثلي رعاية العملاء

Chat with our customer care representatives

اذا احتجت مساعدة، حمل التطبيق و دردش مع ممثل رعاية العملاء

If you need help, download the app and chat with a customer care representative

Steal this when

When a service channel's real advantage is that it reaches the customer at home, and one if-you-need-help line can point to a single action.