شجع الكورة.. بالصوت والصورة
The pattern
This film is filed under Seasonal offer first.
Define
The season is the offer. National Day, back-to-school, Hajj travel, White Friday. The calendar leads. The SKU follows.
Mechanism
Occasion-first merchandising. When the market is already shopping, burying the number loses to whoever puts 30% in the first line.
Verdict
A real regional occasion will move the category
Why it works
The soundtrack is pure match commentary rising to a chance on goal, so the viewer is pulled into the game before any brand appears. The screens in the shots, a tablet on a treadmill, a phone shared between friends, show where the match is now watched, which is the telecom's ground. The ask in the description, film your cheer, turns the excitement the viewer already feels into a contest entry.
The big idea
During the World Cup, stc asks fans to film themselves cheering and upload the clip for a prize draw, so the phone becomes part of the match.
The offer
Upload a video of yourself cheering at brazil.stc.com.sa to enter a draw for valuable prizes.
Steal this when
When a major tournament is on and a brand can turn fans' own reactions into contest entries.
The emotion
Written to Excitement. It does neither clearly.
It builds match excitement through rising commentary and reactions, but the creative closes on a subscribe card rather than a date or the one step to enter.