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 prize is the headline, so a parent stops on a sum of money before learning there is a baby-food company behind it. To enter, the reader must send a name, an address and a few stamps for the company's illustrated Arabic booklet on children, read it, and write a few lines on what they learned. The contest makes people ask for the brand's teaching material, study it, and hand over their address, with a firm deadline to push the reply.

The big idea

A 20 pound prize gets parents to send for Allenburys' Arabic baby booklet and read it, because only those who request it may enter.

The offer

A 20 pound prize for a few lines on what the reader learned from Allenburys' illustrated Arabic booklet on children, sent for 15 milliemes in stamps from 3 Sharia al-Maghrabi, Cairo. Deadline 1 May.

Lines from the ad

عشرون جنيها مصريا

Twenty Egyptian pounds

يمكنك أن تربحها

You can win them

الكتاب مفيد جدا ويجب أن يكون في كل بيت ومكتبة

The book is very useful and belongs in every home and library

Steal this when

Use it when you have a useful guide nobody requests on its own and you need people to request it, read it and leave their contact details.

The emotion

Written to Excitement. It makes the Say move.

It leads with what could happen, 'Twenty Egyptian pounds: you can win them', then gives one step and a date: send 15 milliemes in stamps for the Arabic booklet and reply by 1 May.