Seasonal offer first

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 spot is nearly wordless, a stern elder in a moody study and then 'TAP' in huge type, so the one action the bank wants is the one word the viewer keeps. The caption carries the detail: 70 winners is a concrete count, and registering for 10 times the chances gives keen fans a second step. Tying a contactless habit to the World Cup gives cardholders a reason to pick this card at the till.

The big idea

Every tap of an NBK Visa card counts as an entry in a World Cup draw, so an everyday payment habit becomes a shot at the tournament.

The offer

Pay with an eligible NBK Visa credit or prepaid card for a chance to be one of 70 winners attending FIFA World Cup matches; registering via the link multiplies chances 10 times. T&C apply.

Steal this when

When a card brand wants to lift everyday contactless use during a major sporting event it can attach a prize draw to.

The emotion

Written to Excitement. It does neither clearly.

The prize, World Cup matches, gives a hopeful story and the step is clear, tap and register, but the film shows nothing of the day itself and the caption gives no closing date.