Research shows that when people try Douwe Egberts coffee, they switch to it. We wanted to increase trial of our coffee in a place where we could reach the right target audience, on a limited media budget.

Where? At OR Tambo International Airport, Johannesburg.

Our idea? Turn a normal coffee vending machine into one that could only be activated by a yawn.

By developing facial recognition software, a free coffee was dispensed per yawn. Our media strategy aimed to reach influencers in key sectors like marketing, lifestyle and technology, for broader reach on top social media channels.

Online, the results also spread like a yawn: PR return on investment of 1:800. Client return on investment of 1:15.

Online, the results also spread like a yawn: a PR return on investment of 1:800, and a client return on investment of 1:15.

The idea featured on numerous websites and blogs including the Huffington Post, Time Magazine and Perez Hilton's blog. The content video received over 450,000 views on YouTube as well as thousands of tweets, including by Perez Hilton, Bobby Skinstad (SA Springbok rugby player) and publications.