Title | VOICE COUPON |
Brand | BR KOREA |
Product / Service | DUNKIN' DONUTS |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
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 |
Yooshin Lee | Cheil Worldwide | Creative Director |
Misu Lee | Cheil Worldwide | Copywriter |
Jungho Suk | Cheil Worldwide | Copywriter |
Eunha Ko | Cheil Worldwide | Art Director |
Kakyoun Park | Cheil Worldwide | Art Director |
Minjung Kim | Cheil Worldwide | Art Director |
U Seok Lee | Producer | |
Michael Cha | Producer | |
Deok-Kyum Kim | Cheil Worldwide | Account Executive |
Sujae Lee | Cheil Worldwide | Account Executive |
Hun Sung | Cheil Worldwide | Media Planner |
Jinju Lee | Cheil Worldwide | Media Planner |
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!'
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.
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. And 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.