The Beecham book on the home beautiful : embracing decoration, furnishing, repairs, hobbies, embroidery, sports & home games etc. / Beechams Pills 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
By providing a compendium of genuinely useful domestic advice, Beecham guarantees their advertising material will be kept at hand and consulted repeatedly by the household decision-maker.
Steal this when
You want to bypass the immediate rejection of advertising by embedding it within a highly useful reference guide tailored to your target demographic's daily problems.