Step-by-step playbook

The pattern

This film is filed under Step-by-step playbook.

Define

A numbered path through a process that used to feel like a fog.

Mechanism

Sequence as comfort. Numbering implies completeness and lowers the cost of starting. The last step is usually the offer.

Verdict

The buyer is blocked by complexity, not by desire.

Why it works

The fear of travelling during Covid was vague, so the ad breaks it into named events: a cancelled trip, delayed bags, a delay over 6 hours, an isolation bill, a medical flight home. It then removes the second worry, how to buy, by narrating each step from the website to the policy arriving on the phone, and closes on the familiar dialect blessing 'تروح وترجع بالسلامة'.

The big idea

Every Covid-era travel worry gets its own named cover, then the purchase is walked through step by step, so peace of mind becomes a checklist.

The offer

Covid-19 travel insurance for 30 days from departure: cancellation or curtailment due to infection, baggage delay, delays over 6 hours, medical emergencies, isolation costs, evacuation and repatriation. Buy online with your ID.

Lines from the ad

أمن وسافر مرتاح البال

Get insured and travel with peace of mind

تروح وترجع بالسلامة

Go and come back safely

يمنحك راحة البال لمدة 30 يوم من تاريخ سفرك

Gives you peace of mind for 30 days from your travel date

Steal this when

When a new product answers a fresh, shapeless fear and buyers need to see both what is covered and how simple it is to buy.

The emotion

Written to Anxiety. It makes the Say move.

It makes the unknown visible: each Covid travel risk is named with its cover, the 30-day period is stated, and the buying steps are spelled out.