The 'Morning Start-Up' app was piloted in Seoul in March, and has since been expanded to all of the brand's outlets in the country. Dunkin' Donuts, like others in the quick-service food industry, is working to increase breakfast revenue. In this case, Dunkin Brands is particularly focused on getting younger people, who often skip breakfast, to make a morning stop part of their daily routine.
Once the order is placed, the app gives the user three hours to get to a Dunkin' Donuts location and redeem the coupon—the countdown signified by a falling 'bomb' that explodes if the consumer 'fails' to get to the store in time.
Rather than a QR code or NFC (near-field communications) technology—both of which may be horribly passé in tech-savvy South Korea—the scheme uses ultrasound technology to consummate the coupon transaction in the store. To be exact, the point-of-sale system in the store emits an ultrasound tone that the app 'hears' in order to automatically validate the discount. This means the process works with any smartphone that can run the app and requires no data connection.
CREDITS
Chief Creative Officer : Jeongkeun Yoo / Cheil Worldwide
Executive Creative Director: Thomas Hongtack Kim / Cheil Worldwide
Art Director: Ben Hyunwoo Kim, Jihoon Seo / Cheil Worldwide
Copywriter: Solmi Park / Cheil Worldwide
Interactive Planner: Hyunjin Kim / Cheil Worldwide
Account Director: Sungwook Kang / Cheil Worldwide
Account Executive: Sujae Lee, DK Kim, Hyeyoung Yeom, Whajung Kim / Cheil Worldwide
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Mobile Production Company: Malang Studio
Producer / (CEO): Yeongho Kim / Malang Studio
Designer: Rakho Choi / Malang Studio
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Director: Bongkyun Kang / Martinishot
Sound engineer: Daesung Kim / Seoulvision
Engineer: Kyujun Shim / Seoulvision
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