The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

1. For 1 month of a pilot test period in 2 Dunkin stores, 3,826 people(26.4% of 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. Dunkin Donuts is preparing for a nationwide campaign of Voice Coupon season 2, during which consumers will gleefully shout out 'Make it cool, Dunkaccino!'