Question headline

The pattern

This commercial ad is filed under Question headline.

Define

The first line is a question the reader was already asking, or one they cannot leave unanswered.

Mechanism

Open loop plus recognition. A good question is the reader's objection, spoken first by us.

Verdict

We know the real objection and can answer it in the next breath.

Why it works

The question rests on a premise, that Shamel is the best, and asks only why, so any answer agrees with the brand. The shield shape holds the word الشامل like a trophy between two celebrating players, lending the win to the product. Replies under the hashtag become a public list of features in the fans' own words.

The big idea

The question assumes the verdict: ليش الشامل هو الأفضل؟ asks fans for reasons, not opinions, so every reply is a fan writing Shamel's sales copy.

The offer

Reply under the match hashtag with one feature that makes Tawuniya Shamel motor insurance the best, to enter a draw for Al Hilal shirts.

Lines from the ad

ليش الشامل هو الأفضل؟

Why is Shamel the best?

علمونا ميزة تخلي شامل التعاونية هو الأفضل

Tell us one feature that makes Tawuniya Shamel the best

Steal this when

When a brand wants customers to state its product's advantages in public, and has an audience in a good mood to do it.

The emotion

Written to Belonging. It does neither clearly.

The celebrating players and the win timing speak to Hilal fans, but Shamel has no job inside the fan moment: it is the subject of a quiz set beside it.