Lauren Sole // Albert van der Merwe

 

Pact Coffee is a company that buys, roasts and delivers coffee beans as an online subscription service. Our challenge was not only to use Facebook as a platform to promote Pact Coffee and its service, but also to get our Target Market to interact with the brand.

 

We realised that Facebook could be an addiction. It has become such a big part of our everyday life that various forms of Facebook Addiction have become commonplace. This led us to the traditional role that coffee plays in the process of rehabilitation. We were inspired by Al-Anon’s “Twelve Step Program”.

 

To promote Pact Coffee on Facebook, we designed an application that would help “Facebook Addicts” to break the cycle of addiction through the transformative power of coffee. We named it: “Take the First Sip to Recovery”.

 

After the initial registration (email, password, that sort of thing), our application would guide users through their first steps towards recovery.

 

First each user is asked to identify the aspect of their Facebook behaviour that needs to be remedied. They choose one of five “Addict Profiles” that best represents their Facebook habit.

 

Progress is rewarded. Users are asked to share their progress by uploading photographic proof of themselves completing a specific step, like a screenshot of a positive comment from the Facebook Troll, for example, to receive a free sample and a “Recovery Badge”.

 

The app also requires users to complete the standard Pact survey, which would match them to a “drinker profile”, based on their preferences (brewing method, etc.)

 

The big prize at the bottom of the box is a free bag of Pact Coffee, selected for each individual user, based on their answers to the Pact Survey.