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 large colour portrait of a star between two candles shows the quality of what the reader will hang on the wall, and three small blue thumbnails show the calendar pages with their month grids, so the gift is concrete. The copy names the four actresses inside and calls it a gift with the holiday issue. A fixed day and a low cover price make it an easy extra purchase for a whole year of star photos.

The big idea

For the first time al-Kawakib gives a luxury 1961 wall calendar of screen beauties with its holiday issue, so the reader hangs a year of star portraits at home.

The offer

A luxury 1961 calendar with 4 large colour pictures of Lubna, Zubaida, Nagwa and Sabah, a gift with the special holiday issue on Tuesday 27 December, for only 5 piastres.

Lines from the ad

الكواكب تقدم لأول مرة نتيجة فاخرة لعام ١٩٦١

al-Kawakib presents, for the first time, a luxury calendar for 1961

٤ صور كبيرة بالألوان لفاتنات الشاشة

4 large colour pictures of the screen's beauties

هدية مع عددها الممتاز الأعياد

A gift with its special holiday issue

Steal this when

When you want one issue or order to stand out, attach a useful object people will keep all year and show exactly what it looks like.

The emotion

Written to Desire. It makes the Say move.

A large colour portrait of a star between two candles and three thumbnails of the month grids show the calendar itself, with the terms beside it: holiday issue, 27 December, 5 piastres.