Dunkin Donuts Outdoor VOICE COUPON by Cheil Seoul

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Industry Cafe
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Korea
Agency Cheil Seoul
Creative Director Yooshin Lee
Art Director Eunha Ko, Kakyoun Park, Minjung Kim
Copywriter Misu Yi, Jungho Suk
Producer Michael Cha, U Seok Lee
Released February 2012

Credits & Description

Category: Stunts & Live Advertising
Advertiser: BR KOREA
Product/Service: DUNKIN' DONUTS
Chief Creative Officer: Ina Choi
Creative Director: Yooshin Lee
Copywriter: Misu Yi/Jungho Suk
Art Director: Eunha Ko/Kakyoun Park/Minjung Kim
Producer: U Seok Lee/Michael Cha
Account Manager: Deokkyum Kim/Sujae Lee
Planner: Hun Sung/Jinju Lee (Media Planner)
Account Manager: Deokkyum Kim/Sujae Lee
Planner: Hun Sung/Jinju Lee (Media Planner)

Ambient Execution Description
- Situation
Korea’s coffee industry has grown by 20% each year with sales skyrocketing by 1598.8% within just 5 years. Dunkin Donuts wanted to take the lead to become the 'it' brand. And ultimately, Dunkin wanted to hear these words from all over the country : "I'm drinking Dunkin!" However, considering the limited marketing budget the client was skeptical on any orthodox way of advertising.

- Solution
We devised a “Voice coupon”, a new medium of sticking message to the consumers. The voice Coupon is an innovative coupon that worked only with sounds, the actual voice of the consumers ( which the consumers would voluntarily say our message.) If customers said "I'm drinking Dunkin!" whenever they ordered coffee at Dunkin Donuts, we gave them a size upgrade.

- Result & Effectiveness
1. For 1 month of a pilot test period in 2 Dunkin stores, as many as 3,826 people (26.4% of the coffee consumers) used the coupon. And of course, most of them remembered our message perfectly. Sales also increased by 17%.
2. People sang out "I'm drinking Dunkin" happily and willingly. Like we'd hoped, through Voice Coupon, our message truly stayed with the consumers and they passed it on.
3. In May, Dunkin Donuts is preparing for a nationwide campaign of Voice Coupon season 2, during which consumers will gleefully shout out “Make it cool, Dunkaccino!”