Utility premium

The pattern

This commercial ad is filed under Utility premium.

Define

The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.

Mechanism

Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.

Verdict

We can give something people will actually use next week.

Why it works

The headline splits the job in two, التأمين الصحي لعلاجك، و"طِبْتُم" من بوبا لرعايتك (health insurance for your treatment, and Tebtom from Bupa for your care), so a phone service gets its own name beside the policy instead of hiding inside it. A doctor on the phone shows the exact interaction, the body promises a specialist 24 hours a day, every day, and the number 800 440 4040 sits by the طبيب بوبا icon at the end of a row of seven care programmes, from maternity to cancer care.

The big idea

Insurance treats you, Tebtom cares for you: Bupa gives its doctor-by-phone service a name of its own, so members call a specialist about any health question, around the clock.

The offer

Call 800 440 4040 to reach a Bupa specialist doctor 24 hours a day, every day of the week, for advice and answers to health questions; details at bupa.com.sa/Tebtom.

Lines from the ad

التأمين الصحي لعلاجك، و"طِبْتُم" من بوبا لرعايتك

Health insurance for your treatment, and Tebtom from Bupa for your care

خدمة "طبيب بوبا"

The Bupa Doctor service

اتصل الآن على 800 440 4040

Call now on 800 440 4040

Steal this when

Use when a health insurer has a benefit people do not think to use, and giving it a name, a face and one number can turn it into a call.