FLAVOR RADIO

Bronze Spike

The Flash Player is required to view this content.

TitleFLAVOR RADIO
BrandBR KOREA
Product / ServiceDUNKIN' DONUTS
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency:CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Ina Choi Cheil Worldwide Chief Creative Officer
Thomas Hong-Tack Kim Cheil Worldwide Executive Creative Director
Songha Lee Cheil Worldwide Copywriter
Jonathan Deblois Cheil Worldwide Copywriter
Seokjin Shin Cheil Worldwide Art Director
Sungwook Kang Cheil Worldwide Account Director
Deok-Kyum Kim Cheil Worldwide Account Executive
Sujae Lee Cheil Worldwide Account Executive
Jinju Lee Cheil Worldwide Media Planner
Dae-Hee Han Massmessage Director
Sung-Min Pyun E2sound Sound Designer
Yunho Choi Vinyl Engineer
Hyuncheol Cho H9works Engineer

Results and Effectiveness

*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.

Insights, Strategy and the Idea

'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.