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

Two thirds of the page is a colour view of Cairo from Qasr al-Nil bridge, a picture a reader in 1952 would happily pin to a wall, and the bottom third is the full December calendar with Fridays marked in red. The bottle is set so it overlaps the photo and the calendar, which means anyone who keeps the page for the dates or the view keeps the bottle too. There is no sales copy, only the name in the red disc.

The big idea

A colour view of Cairo from Qasr al-Nil bridge over the December calendar gives readers a reason to keep the page, and the Coca-Cola bottle overlaps both.

The offer

A keepable December calendar, Fridays in red, under a colour photo of Cairo from Qasr al-Nil bridge, from the series Egypt, our beautiful country.

Lines from the ad

كوكا كولا

Coca-Cola

منظر بالفيلم الملون للقاهرة من كوبري قصر النيل

A colour view of Cairo from Qasr al-Nil bridge

مصر بلادنا الجميلة

Egypt, our beautiful country

Steal this when

Use it when your audience values a good local picture and a practical tool, and you can pair both on one piece they will keep in sight all month.

The emotion

Written to Belonging. It makes the Avoid mistake.

Cairo seen from Qasr al-Nil bridge, captioned Egypt, our beautiful country, is civic pride with no job for the product: the bottle is placed to overlap view and December calendar, not to take part.