Patterns give you a small language to describe the structure of the values you want to match. The structure can be arbitrarily deep and you can bind variables to parts of the structured value.
This allows you to write things extremely succinctly. You can illustrate this with a small example, such as a derivative function for a simple type of mathematical expressions:
type expr =
| Int of int
| Var of string
| Add of expr * expr
| Mul of expr * expr;;
let rec d(f, x) =
match f with
| Var y when x=y -> Int 1
| Int _ | Var _ -> Int 0
| Add(f, g) -> Add(d(f, x), d(g, x))
| Mul(f, g) -> Add(Mul(f, d(g, x)), Mul(g, d(f, x)));;
Additionally, because pattern matching is a static construct for static types, the compiler can (i) verify that you covered all cases (ii) detect redundant branches that can never match any value (iii) provide a very efficient implementation (with jumps etc.).