Jayne's medical almanac and guide to health
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 almanac format provides genuine utility (calendars, eclipses, etc.) which ensures the advertising is kept in the home all year. The imposing building illustration establishes immense corporate stability and success.
Steal this when
When you want to build long-term brand presence by providing free, useful reference material that carries your advertising message.