The language of flowers & boudoir calendar 1887 / [Thomas Beecham].
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 creating a highly targeted piece of feminine utility content (the language of flowers and a boudoir calendar), Beecham guarantees the booklet is kept in the intimate spaces of the home, exposing the reader repeatedly to his famous 'worth a guinea a box' proposition.
Steal this when
You want to target a specific demographic by creating utility content so perfectly tailored to their romantic or aesthetic interests that they keep the advertising piece all year.