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 picks the purchase the campaign rewards most, online spending earns three entries per dinar, and shows it at the screen where it happens. The reaction shot does the selling: 'استخدم بطاقات الوطني واسترجع نقدا 100%' arrives after the face has already told the viewer something good happened. As in the showroom cut, the spoken line leaves out that the refund is a draw.

The big idea

A late-night online shopper's wide-eyed look at his phone plays the campaign's 100% cash-back promise as a moment of disbelief.

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 one channel earns a bigger reward than the rest and the ad can show the buyer right at that screen.

The emotion

Written to Excitement. It makes the Avoid mistake.

The shocked face builds anticipation of a full refund, but the spoken line 'واسترجع نقدا 100%' presents a draw prize as if every online buyer gets it.