Airports are a stressful necessity for holiday makers and business travellers alike.

The time spent in endless queues, lurking at gateways and milling around baggage claims is an inescapable part of the journey, one that the advertising marketing campaigns are keen to cash in on.

Thankfully, creative and crafty advertisers for Douwe Egberts have put their heads together to reward yawning, holiday makers and bored business types alike with a new type of coffee machine.

Revolutionary ‘yawn recognition technology’ has been created for the princely sum of $22,000 and installed into a coffee vending machine in South Africa’s OR Tambo International airport.

Passengers who figure out how to activate the machine were rewarded with a free cup of coffee!

A perfect pick-me-up for a tired traveller.

So what’s the catch?

Well there doesn’t seem to be one.

Researchers deemed that persons traveling through airports had an above average income, would usually be carrying a phone or tablet hooked up to the internet and if they came across something new and surprising on their way to or from holiday would likely share the experience as part of their adventure.

It worked fantastically – the Douwe Egberts ‘Bye Bye Red Eye’ advert went out to about 6 million followers on Facebook and Twitter, paying for itself in instant free advertising without a nasty, extra airport expense for the customer!