Category: Retail & E-Commerce, including Restaurants
Advertiser: BR KOREA
Product/Service: DUNKIN' DONUTS
Agency: CHEIL WORLDWIDE
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Creative Director: Yooshin Lee (Cheil Worldwide)
Copywriter: Misu Yi (Cheil Worldwide)
Copywriter: Jungho Suk (Cheil Worldwide)
Art Director: Eunha Ko (Cheil Worldwide)
Art Director: Kakyoun Park (Cheil Worldwide)
Art Director: Minjung Kim (Cheil Worldwide)
Producer: U Seok Lee (Freelance)
Producer: Michael Cha (Freelance)
Account Executive: Deokkyum Kim (Cheil Worldwide)
Account Executive: Sujae Lee (Cheil Worldwide)
Media Planner: Hun Sung (Cheil Worldwide)
Media Planner: Jinju Lee (Cheil Worldwide)
Media placement: Voice Coupon - Retail Shop (Dunkin' Donuts) - 9 Mar. 2012
Describe the brief/objective of the direct campaign.
Korea’s coffee industry has grown by 20% each year with sales skyrocketing by 1598.8% within just 5 years. Dunkin' Donuts wanted to take the lead to become the 'it' brand.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
And ultimately, Dunkin' wanted to hear these words from all over the country : 'I'm drinking Dunkin'!' However, considering the limited marketing budget the client was sceptical of any orthodox way of advertising.
Explain why the creative execution was relevant to the product or service.
We devised a 'Voice Coupon', a new medium of sticking message to the consumers. The Voice Coupon is an innovative coupon that worked only with sounds, the actual voice of the consumers ( where the consumers would voluntarily say our message). If customers said 'I'm drinking Dunkin'!' whenever they ordered coffee at Dunkin' Donuts, we gave them a size upgrade.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
1. For 1 month of a pilot test period in 2 Dunkin' stores, 3,826 people (26.4% of coffee consumers) used the coupon. And of course, most of them remembered our message perfectly. Sales also increased by 17%.
2. People sang out "I'm drinking Dunkin'!" happily and willingly. Like we'd hoped, through Voice Coupon, our message truly stayed with the consumers and they passed it on.
3. In May, Dunkin Donuts is preparing for a nationwide campaign of Voice Coupon season 2, during which consumers will gleefully shout out 'Make it cool, Dunkaccino!'