If-then promise

The pattern

This film is filed under If-then promise.

Define

A conditional contract: if you do this, you get that. The sentence can be tested against the reader's own case.

Mechanism

Specificity does the persuading. The if names the action. The then names the outcome. Hedging kills it.

Verdict

We can name both the action and the result without adjectives

Why it works

The spot never shows the whole car: it stays on stitched leather and the trident badge, so the shot carries the luxury and the name does the rest. In 17 seconds there is one line, and the car's name sits next to the app's name, so the prize and the app become one memory. The real ask, as the description states, is only a login, small enough to be worth doing whatever the odds.

The big idea

A luxury car prize turns a routine app login into a draw ticket: sign in to MySTC and you could drive away in a Maserati.

The offer

Log in to the MySTC app to enter a draw for one of 3 Maserati Levante 2020 cars.

Lines from the ad

اربح مازيراتي مع تطبيق MySTC

Win a Maserati with the MySTC app

Steal this when

When an app needs more active users and one big prize can make a small action, a login, feel worth doing.

The emotion

Written to Desire. It does neither clearly.

It makes the car wanted through close-ups of leather and badge; the creative names the prize and the app and leaves the draw's terms to the description without hiding them.