Payment plan as offer

The pattern

This commercial ad is filed under Payment plan as offer.

Define

The installment structure is the headline, not a footnote under a cash price.

Mechanism

Affordability architecture. Monthly number, tenure, and what is included do the closing. Kin to price-anchoring, but the product is the plan.

Verdict

The cash price would stall the household and a real plan exists: property, auto, education, elective care.

Why it works

All four iPhone colors are shown from the back only, unboxed and unbranded beyond the Apple logo, so the product needs no introduction and every word of copy is spent on the number, 425, monthly, 0 percent. The line ask a representative in-store turns the close from an online checkout into a conversation at the counter, which fits a megastore format built around staffed floors.

The big idea

The iPhone needs no introduction, so the whole ad sells the terms: from 425 dirhams a month at 0%, closed with a staff member in store.

The offer

iPhone from as low as AED 425 a month on Virgin Megastore's 0% EasyPay plan. Ask a representative in-store for more information. T&C apply.

Lines from the ad

GET YOURS NOW

FOR AS LOW AS AED 425/MONTH

WITH OUR 0% EASY PAYMENT PLAN

Steal this when

Spend every word of the headline on the price and terms, not the product, when the product is famous enough that a photo alone is the introduction.