Price-anchoring offer

The pattern

This commercial ad is filed under Price-anchoring offer.

Define

A higher reference number is shown first so the real price reads as a concession, not as a starting bid.

Mechanism

People judge a price against the first number they see. The anchor must be a real comparison or it collapses.

Verdict

We have a credible reference the buyer will accept

Why it works

Two struck-through numbers carry the anchor: 250 above the new 240, and 2 GB above 4GB on the roaming line, so the same card shows the plan costing less and giving more. The other lines, 110GB, an infinity sign for social and 1000 minutes, need no old number because the headline, المفوتر صار أجمل بمزايا أكثر, has already said the plan improved. The woman in a green dress, relaxed in a leather armchair with her phone, repeats the brand colour and shows the plan in ordinary use.

The big idea

Zain's postpaid plan now costs less and gives more: 250 struck to 240 on the price, and 2 GB struck to 4GB on GCC roaming, on one card.

The offer

Zain postpaid 240 plan, down from 250, VAT included: 110GB data, unlimited social, 4GB roaming in the Gulf (was 2 GB), 1000 minutes. Subscribe in the app, in branches or at zain.com.

The proof

The struck-through 250 above 240, and the struck-through 2 GB above 4GB on the roaming line.

Lines from the ad

المفوتر صار أجمل بمزايا أكثر

Postpaid just got better, with more benefits

مفوتر 240

Postpaid 240

اشترك عبر التطبيق أو فروعنا

Subscribe through the app or our branches

Steal this when

Use it when a plan drops in price and gains a feature at the same time, and both changes can be shown as real old numbers struck through on one card.