Campaign line as series

The pattern

This film is filed under Campaign line as series.

Define

One line that can be replayed across executions so the campaign is a family, not a one-off.

Mechanism

Repeatable frame. Each ad is a verse. The line is the chorus. Recognition compounds because the structure is stable.

Verdict

We will run more than one execution and need them to add up in memory.

Why it works

The cut is pure situation: a woman in a store with a dress in hand, the most common card moment there is. Paired with the campaign's 100% figure, it asks the viewer to picture this exact bill refunded, which is easier to imagine than a prize list. It is one of several cuts that each set the same promise in a different spending moment.

The big idea

An ordinary shopping trip is shown as a spend that could come back in full, because every dinar on an NBK card is an entry in the cash-back draw.

The offer

One draw entry per KD 1 spent with NBK cards in Kuwait, three abroad or online, doubled in Ramadan, for a chance at 100% cash back; 1 May to 15 September 2016.

Steal this when

When a spend-based draw needs many short cuts, each set in an everyday purchase the viewer already makes.

The emotion

Written to Excitement. It does neither clearly.

It shows a spending moment tied to the 100% refund that stirs anticipation, but the cut itself gives no draw dates, odds or step beyond the card.