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

It picks a purchase that repeats every week and is still often paid in cash, 'خصوصي فل' at the pump, so the viewer can count his own entries. The voiceover asks why he pays cash, then answers with the card and states the odds honestly: 'ولك فرص تسترجع كاش 100%'. Unlike the showroom and online cuts, this one says chance out loud.

The big idea

A weekly fuel stop paid in cash is the habit to break, because the same bill on an NBK card could be refunded in full.

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

استخدم بطاقات الوطني ولك فرص تسترجع كاش 100%

Use NBK cards and you have chances to get 100% cash back

Steal this when

When a card reward can target a small purchase people repeat weekly and still pay in cash.

The emotion

Written to Excitement. It does neither clearly.

It names the step, pay the weekly fuel bill by NBK card, and says plainly it is a chance, but the spot gives no draw dates.