Anthon Berg have this whole generosity thing going, which I've always liked. It's a bit different, it's clever, and it works. I really liked their TV spot from three years (!) ago. Anyway, back to 2014. This year, and I think they did it last year too, they're offering students a free train ride home. There are two routes, which together cover most of Denmark, and are two-way of course. All you have to do is produce a valid student card, and share the generosity, which I presume - being students - means bring crisps and beer to share.
I think it's a wonderful idea.