The Brief

Many Korean brands offer various morning items for office workers and students who take off to work and school in the morning. However, the sales of morning items in Dunkin Donut has been substantially low compared to that of other items. After having an observation on breakfast habit of young Koreans, one in three in age 20s~30s never actually have breakfast either because they are too busy or lazy. That is why the sales of morning items have been insufficient despite decent morning items. Therefore, a new idea to change their breakfast habit is in need to sell morning items

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.