Results and Effectiveness

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.

Creative Execution

Nowadays, QR code and barcode applications seems inconvenient when comparing to ultrasound tagging, which automatically lets the application to recognize the invisible and inaudible ultrasound as soon as the user get to the store, a breakthrough with its simplicity. In addition, 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 have enjoyed “morning start-up” as if they participate in a race, regarding the entrance of the store as the finish line of the race.

Insights, Strategy and the Idea

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.