Step-by-step playbook

The pattern

This commercial ad is filed under Step-by-step playbook.

Define

A numbered path through a process that used to feel like a fog.

Mechanism

Sequence as comfort. Numbering implies completeness and lowers the cost of starting. The last step is usually the offer.

Verdict

The buyer is blocked by complexity, not by desire.

Why it works

The prize list is exact, '1 * P30 Pro 512 GB' and '2 * P30 Pro 256 GB', so the reader knows how many phones exist and which one could be theirs. The steps sit in numbered arrows and use everyday platform speech, 'لايك الفيديو', so entering costs three taps, and each tap is an action that builds the retailer's channel.

The big idea

Winning a P30 Pro is laid out as three numbered steps viewers already take every day on YouTube: subscribe, like, comment.

The offer

Subscribe to eXtra's YouTube channel, like the video and comment for a chance to win one of three Huawei P30 Pro phones: one 512GB and two 256GB. Details are in the video.

Lines from the ad

اربح الجهاز الآن

Win the device now

لايك الفيديو

Like the video

شاركنا تعليقك

Share your comment with us

Steal this when

When a giveaway's entry is a set of platform actions and the brand wants them to look as easy as they are.

The emotion

Written to Desire. It does neither clearly.

The phones fanned in four colours make the device itself the want and the prize; the creative lists the prizes and steps but no price or terms.