To increase awareness of Moyee Fairchain coffee, we created a series of coupons with really unfair terms and conditions. .” The coupons for free coffee were placed in stores and cafes where Moyee Coffee is sold. When people went to redeem them, the unfair Terms & Conditions taught them a hard lesson on just how fair a fairchain coffee can be in an unfair world.

Over the course of a few weeks, we engaged coffee drinkers around the Netherlands with a series of coupons with really unfair terms and conditions. We placed unfair coupons wherever Moyee Fairchain Coffee is sold and served. When people went to redeem them, the unfair Terms & Conditions taught them just how fair a fairchain coffee can be in an unfair world.

Because our terms and conditions were so unfair, very few, if not any people, qualified for the free coffee coupon, but the charm of the campaign resulted in a few thousand social media posts driven by coffee shop dwellers, and a sharp increase in Moyee followers in The Netherlands. Best of all the campaign retained 0% of spending on free coffee give-aways.