FLAVOR RADIO by Cheil Seoul for Dunkin Donuts

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Industry Cafe
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Korea
Agency Cheil Seoul
Executive Creative Director Thomas Hong-Tack Kim
Art Director Seokjin Shin
Copywriter Songha Lee
Released February 2012

Credits & Description

Category: Transit
Advertiser: BR KOREA
Product/Service: DUNKIN' DONUTS
Chief Creative Officer: Ina Choi
Executive Creative Director: Thomas Hong-Tack Kim
Copywriter: Songha Lee
Art Director: Seokjin Shin
Account Manager: Sujae Lee/Deok-Kyum Kim/Sungwook Kang
Account Manager: Sujae Lee/Deok-Kyum Kim/Sungwook Kang
Other Credits: Jinju Lee/Hyuncheol Cho/Yunho Choi

Ambient Execution Description

- Situation
Increase the Dunkin’ Donuts coffee consumer base. Seoul loves coffee. It’s why it’s called “The City of Coffee”. ‘Dunkin Donuts’ is more strongly branded for donuts than coffee. This perception leads to coffee drinkers selecting other cafes over Dunkin. It is necessary to establish the thinking that ‘Dunkin = coffee’ to convince people to select Dunkin for their coffee fix.

- Solution
Created coffee aroma atomizers triggered by the Dunkin’ Donuts jingle sound.
Our targets usually commute to work primarily via public transportation on buses and subways due to traffic congestion in Seoul. So we created a machine that releases a coffee aroma when the Dunkin’ Donuts jingle is heard. The machine is installed in buses and is only triggered by the Dunkin radio ad.
People exposed to this spatial ad are subtly reminded of coffee along with Dunkin, and as a result visit Dunkin’ Donuts shops on their way to work.

- Result
* More than 350,000 people experienced the ad during the campaign
*Visitors increased 16%, Sales of Dunkin Donuts increased 29% (shops located by bus stops)
*The best result is that people are now starting to think of Dunkin Donuts when the think of their morning coffee.