Title | PRICE PERCEPTIONS |
Brand | McDONALD'S |
Product / Service | McCAFE |
Category | A02. Beverages - Alcoholic & Non-Alcoholic |
Entrant | LEO BURNETT KOREA Seoul, KOREA |
Entrant Company: | LEO BURNETT KOREA Seoul, KOREA |
Advertising Agency: | LEO BURNETT KOREA Seoul, KOREA |
Production Company: | LEO BURNETT KOREA Seoul, KOREA |
Credits | |
Executive Creative Director | Jung-tae Kim |
Creative Director | Bong-ho Jeon |
Copywriter | Sun-kook Kim |
Agency Producer | Sea-houn Yea |
Planner | Ki-tae Noh/Jung-ho Shin |
Account Supervisor | Shin-won Oh |
Art Director | Jae-hoon Won/Sabine Yoo/Jah-youn Cho |
In Korea, consumers gladly pay $5 US for a simple cup of coffee. This buying behavior is driven by peer pressure and the perception that a higher price means better quality. This has led to Korea becoming Starbucks’ sixth largest market worldwide. We needed to change this purchase behavior, so we used real people in real test situations to get consumers to rethink their coffee buying habits. We filmed real people in real test situations to show how strongly price perceptions affects people’s decisions. We asked consumers to rethink their coffee purchase habits and “Make the Smart Choice.