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

The offer is an object the reader will hang in her kitchen for a whole year, a calendar of Hawaa dishes, so the magazine sits in front of her every day long after the issue is read. The page is drawn like a wrapped gift with a ribbon, and the close is plain and specific: reserve your copy now, issue plus calendar for 12 piasters only, on a named Saturday.

The big idea

Hawaa sells one issue by packing a year-long object with it: a large four-colour 1970 calendar of Hawaa dishes, drawn on the page as a wrapped gift.

The offer

The Hawaa issue of Saturday 27 December with its 1970 calendar of Hawaa dishes, a new design in 4 colours and large size, both for 12 piastres only. Reserve a copy now.

Lines from the ad

نتيجة أطباق حواء لعام ١٩٧٠

The Hawaa dishes calendar for 1970

احجزي نسختك من الآن

Reserve your copy now

العدد + النتيجة ١٢ قرشا فقط

The issue plus the calendar, 12 piastres only

Steal this when

When a publication or brand can give away something useful people keep in view every day, such as a calendar, planner or template, and tie it to one dated release.

The emotion

Written to Desire. It makes the Say move.

The 1970 Hawaa dishes calendar is drawn as a wrapped gift, then the terms sit at full size: large, 4 colours, issue plus calendar 12 piastres, on Saturday 27 December.