If you are anything like me, your wallet is probably bulging with silly little loyalty cards from the butcher, the baker, the candlestick maker, the hairdresser, the chemist, the sandwich shop...
Now, here's an idea that I've seen before, but something about it tickles me. In Singapore, the Be Disloyal card has been introduced to benefit the city's independent cafes. The idea is simple - instead of slavishly frequenting one of those plastic corporate coffee places, you get the opportunity to visit 8 different coffee shops, then go back to the first to claim your free cup (or whatever.)
It's encouraging drinking around, which must be a Good Thing.
And it makes me wonder - which other old marketing chestnuts can I subvert next year?