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

Setting the cut in a car showroom makes '100%' mean the largest bill a viewer can imagine refunded. The spot stays silent until one line, 'استخدم بطاقات الوطني واسترجع نقدا 100%', so the purchase is the story and the line is the twist. The spoken line drops the word chance, which makes it punchy but leaves the draw to the terms.

The big idea

The biggest purchase many people put on a card, a car, is set against the promise of getting the whole amount back.

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.

Lines from the ad

استخدم بطاقات الوطني واسترجع نقدا 100%

Use NBK cards and get 100% cash back

Steal this when

When a spend-based reward is big enough that placing it beside the largest purchase makes the point without words.

The emotion

Written to Excitement. It makes the Avoid mistake.

It stirs anticipation by setting '100%' beside a car purchase, but the spoken line 'واسترجع نقدا 100%' leaves out that this is a draw, a promise most buyers will not see kept.