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 box gives the reader a date to act on, next Tuesday, and a reason to want the thing: 12 colour photos of the biggest stars, one per month. A wall calendar stays up for a year, so the magazine's name sits in the reader's home long after the issue is read. The closing sum, issue plus calendar for 15 piasters only, makes the bundle feel like the calendar comes almost free.

The big idea

Next Tuesday al-Kawakib hands readers its 1968 calendar with 12 colour photos of the brightest stars, sold with the issue for one small price.

The offer

The al-Kawakib 1968 calendar with 12 colour photos of the brightest stars, out next Tuesday. Issue plus calendar for only 15 piastres.

Lines from the ad

نتيجة الكواكب لعام ١٩٦٨

The al-Kawakib calendar for 1968

١٢ صورة بالألوان لألمع نجوم الفن

12 colour photos of the brightest stars of the arts

العدد + النتيجة = ١٥ قرشا فقط

Issue + calendar = only 15 piastres

Steal this when

Use it at year end when a publisher or brand can give fans something they will keep on the wall for twelve months.

The emotion

Written to Desire. It makes the Say move.

The box names what the reader gets, 12 colour photos of the brightest stars, one per month, and states the full terms in one sum: next Tuesday, issue plus calendar 15 piastres only.