Curiosity gap

The pattern

This film is filed under Curiosity gap.

Define

A missing piece is named but not filled, so the reader has to continue to close the loop.

Mechanism

Incomplete pattern. Attention is the itch. The next line is the scratch. The gap is a debt we must pay.

Verdict

The following sentence can pay off the gap with a fact, a name, or a mechanism

Why it works

Borrowing the style of a phone launch, short feature lines on black such as خصوصية محمية, makes the giveaway feel like news rather than a contest post. The turn is a line in Saudi speech, تعرف إنك تقدر تربح, which changes the viewer from someone pricing the phone to someone who might get it free.

The big idea

The new iPhone's features are read out one by one like a launch film, and the twist is that the viewer can win it rather than buy it.

The offer

Subscribe to eXtra's YouTube channel, like the video and comment 'تم' for a chance to win one iPhone 11 Pro; Saudi residents only, ends 7 October 2019.

Lines from the ad

تعرف إنك تقدر تربح

Did you know you can win

خصوصية محمية

Privacy, protected

Steal this when

When a giveaway prize is a product people are already following at launch, and its own launch style can carry the contest.

The emotion

Written to Curiosity. It does neither clearly.

Feature lines without the phone's name build a need to know what is described, and تعرف إنك تقدر تربح answers with a chance to win, though no frame shown names the phone.