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In one to two weeks: a map of hours and euros, five opportunities with the payback worked out, and a demo running on your own data.

From €890 · credited 100% against the pilot

What we deliver, day by day

Strategy Lab · Coffee roasters & café chains

A sleeve. A QR code. A customer who comes back. The Freddo Index: a coffee roaster campaign printed on café cup sleeves

Freddo espresso in a plastic cup with a plain white paper sleeve on a marble café table in an old-town laneThis image was created with an AI tool (AI Act, Article 50).
QR code to this pageHow many freddos this year? Check your index.
30 sec · no sign-up
Keys 1–5: answer · Backspace: back
  • Your answers stay on your device. We store nothing.

The demo in words: four questions, about how many coffees you drink a day, how many are freddos, in which months and where. With each answer a drawn cup fills a little more. At the end you get a playful estimate of your freddos for the year and one of five levels, from "The Passer-by" to "Double Espresso", with a funny line, and you can download the card.

A roaster, the ten to twenty cafés it supplies, thousands of cups. The QR code on the sleeve asks: "How many freddos have you had this year?" Four swipes later, the customer has a funny card to send and a freddo on the roaster.

Sector
Coffee roasters & café chains
Mechanics
The QR or code is the creative itself.Your own data, as a story you want to send.A few minutes of play that is the value proposition itself.
Demo engine
Result Card
Complexity
1 = configuring existing tools · 5 = custom R&D
Production cost
Netex production only, excluding media and data licences. € under €2,000 · €€ €2,000–6,000 · €€€ €6,000–15,000 · €€€€ €15,000–40,000 · €€€€€ over €40,000. Netex estimate.
How this mechanism runs for a business in this sector, step by step.

Decode

How it got you

The Freddo IndexPlay → Decode → Deploy
Mechanism
Qr · Code as content + Wr · Data mirror + Gm · Snackable game. The QR code lives exactly where the habit already is: on the cup.
Psychology
We share data about ourselves when it becomes a story with a joke in it. Amusement is a high-arousal emotion, and high-arousal content spreads. Berger & Milkman, 2012 · academic research
Platform signal
Cards sent to Stories and Viber. Each café posts its own board: the café gets content, the roaster gets reach and club members.
Honest range
2–6% of sleeves get scanned; 10–20% of scanners join the Viber club; 5–10% of those buy from the e-shop within 30 days. Typical range for a pilot in a Greek SME · Netex estimate
I want one of these for my brand

Deploy

How it runs, step by step

  1. A roaster gives the 10–20 cafés it supplies free cup sleeves and coasters, carrying both logos and a QR code: "How many freddos this year? Check your index."

  2. Four swipes (coffees a day, how many are freddos, which months, where) produce a yearly index and a funny card for Stories.

  3. The card carries a code for one freddo on the roaster, at the café where it was scanned. The café redeems it at the till and the roaster credits it on the next invoice.

  4. Each café gets its own "most caffeinated customers" board for Stories, with nicknames.

  5. Anyone who opts in joins the roaster's Viber club: one message a month, with the blend of the month and a link to the e-shop.

Channels and tech

Channels
Sleeves and coasters in the cafés · Instagram Stories · Viber · the roaster's e-shop
Tech
A static micro-app (vanilla JS, canvas for the card) · a QR code with UTM tags per café · unique treat codes with a per-café cap · Viber Business Messages for the club

Complexity 1–2 of 5

Production cost €–€€ · excluding printing and the free freddos

What to expect, honestly

We don't promise viral. We promise a mechanism you can measure.

  • Sleeves scanned 2–6%
  • Scanners who join the Viber club 10–20%
  • Of those, buy from the e-shop within 30 days 5–10%

most likely on a first run · A first run usually lands in the lower half of the range.

Before launch we fix one primary KPI and a control: a holdout area, off-trigger days or the previous period.

Control: cafés with sleeves against cafés without, over the same period; scans and treats per café.

Guardrails

  • The treat has written terms: one per person, a daily cap per café and an expiry date. No treat depends on sharing.
  • No health claims and no push towards more caffeine. The humour is about the habit; it never urges anyone to drink more.
  • Answers stay on the device. Nothing is stored before someone opts in to the club.GDPR
  • Café boards show nicknames only, and only for people who opted in.
  • Viber messages go out only with consent, one a month, and stop with one word.
  • Treat codes are unique and checked at the till, so the roaster credits only treats that were actually given.

Why it works

Coffee is about as Greek as habits get, and the freddo can take a joke about itself. A roaster that teases your habit becomes the name behind the cup, not one more logo on the sleeve.

People share data about themselves when it becomes a card. Spotify Wrapped 2025 reached 200 million engaged users in about 24 hours. Music Business Worldwide · self-reported

Distribution is physical, with almost no media cost: the cups are going out anyway, and every café becomes a distribution point with its own audience.

The cafés win too: content for Stories, customers who come back for the free freddo, and one more reason to stay with the same supplier.

The funnel, in numbers

Example Built from the typical ranges above.

Example: 10,000 sleeves → 200–600 scans → 20–120 club members → 1–12 e-shop orders.

The numbers are small, and we say so. One customer who orders your blend every month is worth more than a day of likes.

Who did it before us

Third-party results are mostly self-reported, from award entries and vendors. They show a mechanic can work, not what it will do for you.

Year Who What they did Result
2025 Spotify Wrapped A personal yearly recap in Stories format, built to be shared. About 200 million engaged users in roughly 24 hours. self-reported source (opens in a new tab)
2022 Coinbase, "Bouncing QR" (Super Bowl) 60 seconds of nothing but a QR code bouncing around the screen. More than 20 million visits in one minute. press report source (opens in a new tab)

The other hemisphere

Twenty cafés, twenty ways to order.

One sends a Viber message at 11pm, another emails a photo of a handwritten list. An automation reads every written order, enters it in the ERP and asks a person only when something doesn't match.

The same flow counts the campaign's treats per café, so the credit on each invoice works itself out.

  1. Viber · email
  2. Order read
  3. ERP
  4. Human check

Mechanism Sprint

Which of your customers' habits would make a card?

Coffee, kilometres, workouts, the month's invoices. We find it, put it on a QR code where it already lives, and measure it.

In 10 working days we design, produce and measure one mechanism for your sector, and set up the automated DM replies. From €1,500 plus production.

I want one of these for my brand The whole Strategy Lab
We reply within one working day.

The scenario you just played goes straight into the form.