Seasonal offer first

The pattern

This commercial ad is filed under Seasonal offer first.

Define

The season is the offer. National Day, back-to-school, Hajj travel, White Friday. The calendar leads. The SKU follows.

Mechanism

Occasion-first merchandising. When the market is already shopping, burying the number loses to whoever puts 30% in the first line.

Verdict

A real regional occasion will move the category

Why it works

حلاوتها بريال (its sweetness for a riyal) sells the taste and the price in two words, beside a single soft-serve cone shot close on a plain green ground. The 1 riyal sits under its own blue tag, سعر عائلة ايكيا (IKEA Family price), and the caption adds that joining is free, so the cheap cone becomes the reason to sign up.

The big idea

For National Day, IKEA prices its soft-serve cone at 1 riyal for IKEA Family members: its sweetness costs a riyal.

The offer

Soft-serve ice cream for 1 riyal at the IKEA restaurant, at the IKEA Family price; the caption says joining is free. Terms and conditions apply.

Lines from the ad

حلاوتها بريال

Its sweetness for a riyal

سعر عائلة ايكيا

IKEA Family price

انضم الأن مجّانا

Join now for free

Steal this when

Use when a token price on a small treat can pull people into a loyalty programme, with the membership condition shown right beside the price.

The emotion

Written to Desire. It makes the Say move.

A single soft-serve cone shot close on plain green sells the taste, and the 1 riyal sits under its own IKEA Family price tag with the free sign-up stated beside it.