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 script moves through yesterday, today and tomorrow and returns each time to you are a success story, so the chorus credits the client before the bank appears. The bank enters only in the last lines, we look forward to writing that story with you, which casts it as co-author rather than hero, a careful stance for wealthy clients who built the money themselves.

The big idea

The client's life is already a success story with a past, a present and a future, and the bank only asks to help write the next pages.

The offer

Emirates NBD wealth management, with the bank offered as a partner in growing and passing on the client's wealth; the description names an optimiser tool and investment advice.

Lines from the ad

Keep writing your success story

You are a success story

And we look forward to writing that story with you

Steal this when

When a private bank or adviser speaks to clients who earned their wealth and must offer help without taking credit for it.

The emotion

Written to Pride. It makes the Say move.

Lines like a journey well traveled and a story of your making give the credit to the client's own effort, and the bank claims only a supporting role.