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

'شارك واربح' puts the action and the reward in two words, and 'لتكن أحد الرابحين الـ3' states the number of prizes up front. The caption drops into everyday Saudi speech for the rules, 'كل اللي عليك تسوي', which makes three steps sound light, and asking for three features means each entry names what the tablet does in public.

The big idea

Entrants win the tablet by tweeting three of its features, so every entry is a short product review posted to the entrant's own followers with a friend tagged.

The offer

Tweet three features of the Huawei MediaPad M5 lite with HUAWEIM5lite, mention eXtra, Huawei Mobile KSA and a friend, for a chance to be one of 3 winners of the tablet. Terms apply.

Lines from the ad

شارك واربح

Share and win

لتكن أحد الرابحين الـ3

Be one of the 3 winners

Steal this when

When a retailer wants a social giveaway whose entries do the product talking, not just the liking and tagging.

The emotion

Written to Desire. It does neither clearly.

The tablet floats large on a clean white field with its screen lit, making the device the want and the prize; the creative gives no price, and the rules sit in the caption.