Hi,
Ah no, it's for one purchase.
In that case, I would recommend to use the points system to give points to the customer and allow him to use the points for the purchase of that product with a rate which allows him to get it after gaining the points of 12 products.
That however means that he will have to do another order after gaining enough points.
Now, maybe AWOCoupon Pro can allow you to do that:
awodev.com/products/joomla/awocoupon
I would recommend to check with them.
And if it's not possible with AWOCoupon either, then it can be done with the development of a plugin integrating with the coupon API of HikaShop in order to have your own check of the quantity over the orders already placed etc.