The "Allenburys" note-book for maternity nurses : with recipes for the sick room / Allen & Hanburys Ltd.
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 is a textbook example of a utility premium. By giving nurses a tool they actually need (a notebook for receipts, engagements, and memoranda) filled with useful reference data (postal rates, recipes, clinical notes), the brand ensures its advertising is carried in the nurse's pocket and consulted daily.
Steal this when
When targeting a specific profession or trade where you want your brand to become the default recommendation to the end consumer.