B2 High-Intermediate US 22602 Folder Collection
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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.
Mission:encourage 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?
Idea:Release 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'.
Result:more 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 result:Is that people are now starting to think of Dunkin' Donuts, when they think of their morning coffee.
Coffee and Donuts, Dunkin' Donuts!
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Dunkin' Donuts Flavor Radio(2012 Cannes Lions)

22602 Folder Collection
林彥君 published on August 9, 2014    林彥君 translated    Amber Chang reviewed
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