MORNING START-UP

TitleMORNING START-UP
BrandBR KOREA
Product / ServiceDUNKIN’ DONUTS
CategoryB03. Consumer Services
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Kyujun Shim Seoulvision Engineer
Daesung Kim Seoulvision Sound Engineer
Bongkyun Kang Martinishot Director
Rakho Choi Malang Studio Co.ltd Designer
Yeongho Kim Malang Studio Co.ltd Producer
Hyeyoung Yeom Cheil Worldwide Account Executive
Dk Kim Cheil Worldwide Account Executive
Sujae Lee Cheil Worldwide Account Executive
Sungwook Kang Cheil Worldwide Account Director
Hyunjin Kim Cheil Worldwide Interactive Planner
Solmi Park Cheil Worldwide Copywriter
Jihoon Seo Cheil Worldwide Art Director
Ben Hyunwoo Kim Cheil Worldwide Art Director
Thomas Hongtack Kim Cheil Worldwide Executive Creative Director
Jeongkeun Yoo Cheil Worldwide Chief Creative Officer

The Brief

In order to increase the sales of DUNKIN’ DONUTS morning menu items, we have targeted people who skip their breakfast and started their days with turning off the alarm on the smart-phone. Thus, named as “Morning start-up": An application which manages people’s agenda from the night they go to bed, the morning they wake up, and their way to work and school where they pick their breakfast up. An application, that gets them the habit of having breakfast with an entertaining and game-like method. An application utilizing ultrasound tagging, a brand-new technology, that is attractive enough to young Koreans.

Creative Execution

Nine out of ten Koreans in age 20s~30s said they wake up in the morning: turning off the alarm of the smart-phone. Therefore, we’ve decided to devise a special mobile application that guides people from the night they go to bed, the morning they wake up, and their way to work and school where they pick their breakfast up: An application that accommodates people to get in the habit of having breakfast with an entertaining, game-like method. An application utilizing ultrasound tagging, a brand-new technology, that is attractive enough to young Koreans. It is called DUNKIN’ DONUTS “Morning start-up” application.

Describe the creative solution to the brief/objective.

QR code and barcode applications are inconvenient in a way users have to take certain action, while ultrasound tagging, which automatically lets the application to recognize the invisible and inaudible ultrasound as soon as the user get to the store, is a breakthrough with its simplicity. Plus converging this technology with an entertaining, game-like method -where you have to get to the store within 3 hours like a race- has earned some great compliments. Most of the users enjoyed it as if they participate in a race, regarding the entrance of the store as the finish line of the race.

Results

Morning start-up, allowed in five stores in Seoul, has drawn excitements from consumers and the sales of Morning Set Menu in these stores have been doubled in just ten days since its launch, adding to that, it has been spread to all stores nationwide. Moreover, many media and SNS users have showed their enthusiasm on ultra-sound tagging, a brand-new technology.