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  • The capital of Korea Seoul,

  • is nicknamed the city of coffee.

  • There are over 200 Starbucks coffee shops.

  • and even more local cafes in Seoul.

  • Even so, the coffee industry is still growing,

  • and competition between cafe is becoming even more intense.

  • Dunkin' Donuts, projects the image of donuts shop more so than a coffee shop.

  • and as such, other places than Dunkin,

  • most often come to mind when people are looking for a place to have coffee.

  • Missionencourage people to choose coffee at Dunkin' donuts.

  • The terrible traffic congestion in Seoul,

  • result in people coming to work primary via public transportation on buses and subways.

  • These people are busy.

  • and so they stop by cafe on their way to work.

  • How do we approach these people?

  • IdeaRelease the aroma of coffee, along with radio advertisements!

  • After analyzing the Dunkin' Donuts jingle,

  • we created a machine that release a coffee aroma.

  • The machine is triggered only by the sound of the Dunkin' Donuts jingle.

  • This jingle was inserted at the top of the Dunkin' Donuts radio ad.

  • When a Dunkin' Donuts ad play on the radio,

  • a coffee aroma is simultaneously released.

  • Those who noticed the aroma while listening to the ad.

  • exhibited some surprised responses to positioning.

  • When they exit at their bus stop, they see at the Dunkin' Donuts shop in front.

  • (Dunkin' Donuts)

  • They are much more inclined to make their stop at Dunkin'.

  • Resultmore than 350,000 people experience the ad during the campaign.

  • visitors increased 16 percent.

  • Sales up Dunkin' Donuts located by bus stops increased 29 percent.

  • The ideal resultIs that people are now starting to think of Dunkin' Donuts, when they think of their morning coffee.

  • Coffee and Donuts, Dunkin' Donuts!

The capital of Korea Seoul,

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B2 US dunkin aroma seoul ad radio shop

Dunkin' Donuts Flavor Radio(2012 Cannes Lions)

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    林彥君 posted on 2014/08/09
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