Execution

- Situation 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. - Solution 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. - Result * 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.