FLAVOR RADIO by Cheil Seoul for Dunkin Donuts

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FLAVOR RADIO

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Industry Cafe
Media Film
Market South Korea
Agency Cheil Seoul
Executive Creative Director Thomas Hong-Tack Kim
Art Director Seokjin Shin
Copywriter Songha Lee
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Ambient Media: Small Scale Bronze
Media Lions Retail and E-commerce, including Restaurants Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: BR KOREA
Product/Service: DUNKIN' DONUTS
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertiser BR KOREA
Product DUNKIN' DONUTS
Entrant CHEIL WORLDWIDE Seoul, SOUTH KOREA
Type of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: FLAVOR RADIO
Advertiser/Client: BR KOREA
Product/Service: DUNKIN' DONUTS
Entrant Company: CHEIL WORLDWIDE Seoul, SOUTH KOREA
DM/Advertising Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Thomas Hong-Tack Kim (Cheil Worldwide)
Copywriter: Songha Lee (Cheil Worldwide)
Art Director: Seokjin Shin (Cheil Worldwide)
Account Executive: Sujae Lee (Cheil Worldwide)
Account Executive: Deok-Kyum Kim (Cheil Worldwide)
Account Executive: Sungwook Kang (Cheil Worldwide)
Media Planner: Jinju Lee (Cheil Worldwide)
Engineer: Hyuncheol Cho (H9works)
Engineer: Yunho Choi (Vinyl)

Results

*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.

Creative Execution

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.


"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.