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 whole page is drawn as a wall calendar hanging on a nail, so the reader already pictures it on their own wall. The gift is useful for all twelve months and each month carries a large colour photo of a star, which is exactly what this reader collects. The bottom bar gives the release date, 'reserve your copy now', and the price of issue plus calendar together.

The big idea

The al-Kawakib 1965 calendar, better every year, brings 12 large colour photos of the brightest stars, and the page is drawn as the calendar hanging on its nail.

The offer

The 1965 al-Kawakib calendar with 12 large colour photos of stars, given with the special holiday issue on Tuesday 29 December. Issue plus calendar for only 12 piastres. Reserve a copy now.

Lines from the ad

من حسن ... إلى أحسن ... إلى الأحسن !

From good . to better . to the best

نتيجة الكواكب ١٩٦٥

The al-Kawakib 1965 calendar

١٢ صورة ملونة كبيرة فاخرة لألمع النجوم

12 large, luxurious colour photos of the brightest stars

Steal this when

Use it at the turn of the year when you can give a calendar or planner that your audience will hang up and look at every day.

The emotion

Written to Desire. It makes the Say move.

The whole page is drawn as the calendar hanging on its nail, the thing shown where it will live, and the bar below gives 29 December, issue plus calendar for 12 piastres, reserve now.