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

In Arabic the day and the number share a word, so 'الإثنين باثنين' states the offer and its timing in one rhyme that is hard to forget. The chalkboard and changing posters signal that the films rotate every week, which makes Monday a standing date rather than a one-off discount.

The big idea

A pun makes the price stick: 'الإثنين باثنين', Monday for two riyals, ties one day of the week to one small number.

The offer

Every Monday, any film from that week's featured list costs 2 riyals on Invision, stc's interactive TV. The card gives invision.com.sa and 907 to request the service.

Lines from the ad

الإثنين باثنين

Monday for two

اختر فيلمك المفضل بريالين من الأفلام المقدمة لك هذا الأسبوع

Pick your favorite film for 2 riyals from this week's selection

Steal this when

When a recurring promotion needs a name that fixes both the day and the price in memory, and the language offers a pun that does both.