Title | FLAVOR RADIO |
Brand | BR KOREA |
Product / Service | DUNKIN' DONUTS |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company: | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency: | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
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 |
*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.
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.