Advertiser: INTUR
Agency: MCCANN ERICKSON HONDURAS
Category: Best Use of Screens
Creative Director: Alexandra Robles (McCann Erickson Honduras)
Graphic Designer: Alexander Borjas (McCann Erickson Honduras)
Chief Creative Director: Alvaro Noboa (McCann Erickson Honduras)
Graphic Designer: David Vasquez (McCann Erickson Honduras)
Head of Art Directors: German Alvarado (McCann Erickson Honduras)
Graphic Designer: Gustavo Gonzales (McCann Erickson Honduras)
Graphic Designer: Mario Saravia (McCann Erickson Honduras)
Account Manager: Mauricio Funes (McCann Erickson Honduras)
Producer: Roberto Castillo (McCann Erickson Honduras)
Graphic Designer: Larissa Trochez (McCann Erickson Honduras)
Execution
It was born as a press campaign, and evolutioned to moving 'cinescope' screens, to be used during news programs on TV, late night shows when you could easily fall asleep, and also trailers on cinema theaters. The idea was to make people feel how much they are missing if you fall asleep when you shouldn't. It went on to develop radio ads in which everything turned into a lullaby, followed by the line: 'when everything makes you fall asleep, Dunkin Donuts coffee, what will you have to tell'. Also, we had window covers for cars to protect from the sun, that would cover the whole window, except a fine transparent line. It had the Dunkin coffee cup and the phrase: What will you have to tell? All sorts of moving things that could close down, became useful for the campaign. Bus Windows, Shop metallic doors, Window Stickers, even curtains.
Effectiveess
Awareness on Dunkin Donuts coffee was created. The coffee started to sell more, specially during morning hours. People begun to ask coffee on to go orders, which was not happening. And it is starting to sink in into people, that Dunkin Donuts coffee is the coffee that awakens you. The attitude of people no longer is that Dunkin Donuts is only a donuts place with low quality coffee, but a strong coffee able to lift you up, and keep you going. A strong coffee just how they like it.
Strategy
Dunkin Donuts is a well known in Honduras for its donuts and breads, but it's coffee sales were quite low, because of the many coffee places in town.People perceived Dunkin Donuts as only a place for ice-cream and sweets. Intur wanted to position the brand in Honduras, as it is in america, a coffee that keeps you going - 'America Runs on Dunkin'. Honduras has adopted the same work rhythm of the US in which people rush very early to the fabrics, work late, rush, rush, rush. So, we saw this as an opportunity to mark down our territory, as the coffee that helps you keep on going.Insight: When you are tired, you cant help falling asleep. When you fall asleep you miss things.