“Loyalty cards” are as much a part of the morning ritual as the coffee their designed to encourage drinkers to keep coming back for. So wouldn’t it surprise you if a band of small coffee shops are flipping that marketing tactic on its head and encouraging disloyalty? In Singapore, 8 independent coffee shops are joining forced to fight the growing ubiquity of chain coffee shops with The Be Disloyal - disloyalty card. Created by digital creative agency Antics, blogger Cortadito.sg, the idea is simple: the card is picked up at one of the 8 participating coffee shops and filled out when a purchase is made at the other 7 shops. When the card is filled, the user brings the card back to the original location and receives a free coffee. This way you get a chance to experience all of the different shops and try out the unique differences between blends and services unavailable from a large franchise.

Brilliant and subversive!

Note to all independent businesses:

There is strength in numbers.


Links to consider: www.your.anticsstudios.com