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

A photograph of a man pulling the flag up its pole takes the left of the frame, and the dark right panel holds a single line, 'اكتشف أهم عروض اليوم الوطني', with the verb 'اكتشف' in purple. Leaving out any figure turns the post into an invitation to go and look rather than a single deal to judge, and the purple mud-brick shapes and palms at the foot keep stc's colors inside the national scene.

The big idea

A man hoisting the flag beside the words discover the top National Day offers lets the occasion carry the post and leaves the deals for the click.

The offer

Discover stc's top National Day offers. The image names no product, price or date.

Lines from the ad

اكتشف أهم عروض اليوم الوطني

Discover the top National Day offers

Steal this when

Use when a brand has several occasion offers and wants one teaser image that sells the moment and sends people to the full list.

The emotion

Written to Belonging. It makes the Avoid mistake.

A flag pulled up its pole, purple palms and mud-brick shapes, and the lone verb discover stand in for any offer, so the national day is decoration with no job for the product.