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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 · Restaurants & tavernas

There's a code inside the sound. Headphones only. Headphones Only: a restaurant campaign with a code hidden in the sound

Close-up of pork souvlaki skewers sizzling over glowing charcoal at a taverna at night, with smoke and sparksThis image was created with an AI tool (AI Act, Article 50).
30 sec · best with headphones
  • Turn the volume down a little before you press "Listen".
  • No microphone needed. Just ears.

The demo in words: a 12-second loop of charcoal sizzle. Inside it there's a whispered word, written into the side channel (the difference between left and right). With the "mono" switch the channels are summed and the whisper cancels; with "stereo" you can hear it. The listener types the word they heard.

A Reel of charcoal and sizzling souvlaki. Under the sound, a whispered word. On a phone speaker it almost disappears; on headphones you hear it. Say it at the counter and dessert's on the house.

Sector
Restaurants & tavernas
Mechanics
The reward exists at one moment of the video or sound only.The phone hears or sees something you'd miss.
Demo engine
Sensor (audio)
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.This voice was created with an AI tool (AI Act, Article 50).

Decode

How it got you

Headphones OnlyPlay → Decode → Deploy
Mechanism
Ht · Hidden in time, here in sound + Sn · Sensor magic. The code exists only for whoever listens the right way.
Psychology
The information gap creates curiosity, and "I heard it" puts the listener among the people in the know. Arguments in the comments raise arousal, and high-arousal content spreads further. Loewenstein, 1994 · Berger & Milkman, 2012, Journal of Marketing Research · academic research
Platform signal
Replays to hear it again, comments that disagree ("I can't hear anything", "I heard it") and sends: "try it with your headphones".
Honest range
Average watch time 1.5–3× the account's baseline; 20–100 redemptions a week for a busy venue. 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. An ASMR Reel of souvlaki on charcoal or a bougatsa crust. Caption: "There's a code inside the sound. Headphones only."

  2. A whispered word goes into the side channel, under the sizzle. On a phone speaker it gets much harder to hear; on headphones it's clear.

  3. The comments split in two: "I can't hear anything" and "I heard it". The second group explains to the first how.

  4. Say the word at the counter and get a free dessert, with a daily cap. Staff keep a card with the week's word and mark each redemption.

  5. Every week, a new word and a new Reel. The series becomes a fixture.

Channels and tech

Channels
Instagram Reels and TikTok (sound-on platforms) · the shop counter
Tech
Mid/side mastering · tested on 10+ phones · staff card with the week's word · redemptions counted per day

Complexity 1 of 5

Production cost € · excluding media and the desserts

What to expect, honestly

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

  • Average watch time on the Reel 1.5–3× the account's baseline
  • Counter redemptions, busy venue 20–100 a week

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: the median of the same account's Reels over the previous 8 weeks.

Guardrails

  • The game is announced in the caption: the code exists and is there to be found.
  • Tested on 10+ phones before posting. "Much harder", not "impossible".
  • A daily cap and written terms for the free dessert.
  • Staff give the word to anyone who can't hear it. Sound isn't the only way to the dessert.
  • No sudden volume jumps in the mix. The whisper should be heard, not startle.
  • If the venue serves alcohol, the prize isn't a drink and the campaign doesn't target minors.

Why it works

When we know something is there and haven't heard it, we want to close the gap. The Reel becomes something you replay, not something you scroll past. Loewenstein, 1994 · academic research

Disagreement is the fuel. Content that triggers high arousal, from amusement to irritation, gets shared more than calm content. "I can't hear anything" is irritation in a good mood. Berger & Milkman, 2012 · academic research

The technique is plain physics. The whisper is written in opposite phase on the left and right channels. When both channels reach the ear together, as from a small speaker, they largely cancel. Many phones now have stereo speakers, which is why the aim is "much harder without headphones", not "impossible".

And redemption happens out loud, at the counter. The customer says a word, the staff smile, the card keeps count. The cheapest performance tracker there is.

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
2023 Specsavers, "The Misheard Version" (UK) A well-known song re-recorded with "misheard" lyrics, as a nudge to get your hearing checked. +19% call-centre volume against forecast, after one TV mention. self-reported source (opens in a new tab)
2023 Heinz, "Slow This Ad" The same mechanic in picture: a 0.57-second spot that revealed a code only in slow motion. Applied Arts 2023 winner. award source (opens in a new tab)
Netex, Frame Hunt A code in one frame of an Instagram Reel, for a Greek e-shop. The story is on the Frame Hunt page. story · numbers to follow Frame Hunt

The other hemisphere

At 9pm the kitchen is sizzling. The phone is ringing.

Nobody has a free hand to pick it up. A Greek-speaking AI voice assistant books tables, reads back the time and party size to confirm, and says it's an AI in its first sentence. If the caller asks for a person, they get one.

Kitchen noise is exactly why we test every assistant on 100 calls before handover: dates, names, Cretan accents, noisy lines.

Chat and voice from €790/month + €5,500 set-up.

  1. Ring
  2. AI disclosure, in the first sentence
  3. Read-back: time and party size
  4. A person, whenever the caller asks

Mechanism Sprint

What does your place sound like?

A frying pan, an espresso machine, the oven at six in the morning. We find your sound and turn it into a reason to come in.

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.