Seoul loves coffee. That's why the Korean capital is called the 'City of Coffee'. People there knew Dunkin' Donuts for their donuts, but they associated the brand less with coffee. The company wanted more people to choose Dunkin' Donuts for coffee, rather than visit other cafes. How could they make people associate Dunkin' with coffee?
Planning & Execution
People love the taste of coffee, but also the smell. So, we created coffee aroma atomizers. We installed them on buses, since the people we targeted usually commute to work via public transport. The machines were released the pleasant scent of coffee whenever the jingle from the Dunkin' Donuts radio ad is heard. Through careful positioning, people would also see print ads at bus stops when they disembarked.
Effectiveness / Results
More than 350,000 people experienced the ad during the campaign. Visitors to Dunkin' Donuts grew by 16%, and sales at outlets near bus stops increased by an impressive 29%. People who were exposed to the campaign were now inclined to consider the company a coffee 'expert'. More people were thinking of Dunkin' Donuts when they thought of their morning coffee.