Media Lions

Advertiser	BR KOREA
Product	DUNKIN' DONUTS
Entrant	CHEIL WORLDWIDE Seoul, SOUTH KOREA
Type of Entry:	Use of Media
Category:	Best Use of Ambient Media: Small Scale
Title:	FLAVOR RADIO
Advertiser/Client:	BR KOREA
Product/Service:	DUNKIN' DONUTS
Entrant Company:	CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency:	CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name	Company	Position
Ina Choi	Cheil Worldwide	Chief Creative Officer
Thomas Hong-Tack Kim	Cheil Worldwide	Executive Creative Director
Songha Lee	Cheil Worldwide	Copywriter
Jonathan Deblois	Cheil Worldwide	Copywriter
Seokjin Shin	Cheil Worldwide	Art Director
Sungwook Kang	Cheil Worldwide	Account Director
Deok-Kyum Kim	Cheil Worldwide	Account Executive
Sujae Lee	Cheil Worldwide	Account Executive
Jinju Lee	Cheil Worldwide	Media Planner
Dae-hee Han	Massmessage	Director
Sung-min Pyun	E2sound	Sound Designer
Yunho Choi	Vinyl	Engineer
Hyuncheol Cho	H9works	Engineer

Results and Effectiveness

*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.

Creative Execution

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.

Insights, Strategy and the Idea

"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.