An easy task for young students and older workers / [Enoch Morgan's Sons Co].
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
It uses an engaging, educational format (an alphabet book) to ensure the advertising message is kept in the home, read repeatedly, and passed from parent to child.
Steal this when
You want your advertising to have a long shelf-life in the home by disguising it as entertainment or educational material for children.