Utility premium

The pattern

This still is filed under Utility premium.

Define

The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.

Mechanism

Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.

Verdict

We can give something people will actually use next week.

Why it works

A wall calendar hangs in the middle of the page with 1962 in big red figures, so the gift is shown as the object the reader will hang up, not described. The copy adds why it is worth keeping: 12 colour photos of 12 of the most famous stars, named in two columns, one for each month. The New Year greeting, the release day and 'issue plus gift for only 5 piastres' make it a small buy with a year of use.

The big idea

al-Kawakib's New Year gift is a separate luxury 1962 wall calendar with colour photos of 12 of the most famous stars, from Sabah to Abdel Halim Hafez.

The offer

A 1962 calendar with 12 colour photos of stars including Sabah, Soad Hosny, Farid al-Atrash, Abdel Halim Hafez and Rushdi Abaza. Issue plus gift for only 5 piastres, out next Tuesday.

Lines from the ad

الكواكب تقدم لك نتيجة ١٩٦٢

al-Kawakib gives you the 1962 calendar

هدية فاخرة مستقلة

A separate luxury gift

العدد + الهدية بـ ٥ قروش فقط

Issue + gift for only 5 piastres

Steal this when

Use it at year end: give a calendar or planner that carries the faces or content your audience loves, and sell it bundled with the regular product.

The emotion

Written to Desire. It makes the Say move.

The wall calendar hangs mid-page with 1962 in big red figures, the 12 stars are named in two columns, and the terms follow plainly: next Tuesday, issue plus gift for 5 piastres.