Dunkin’ Donuts Flavor Radio
The coffee market in South Korea is a competitive one (Seoul, in fact, is nicknamed ‘the city of coffee’), with more and more choices for coffee drinkers all the time. Dunkin’ Donuts was finding that people were thinking of them much more as a place to get donuts than coffee (logical, given their name). So, in order to change this, Dunkin’ Donuts came up with a unique ad campaign, in which their radio ads would play on transit buses. That, in and of itself, is not unique – what was, though, was the fact that a device installed on the buses released coffee aroma while the ads were playing. Successful? Well, during the campaign, Dunkin’ Donuts locations near bus stops experienced a 16% increase in traffic and 29% increase in sales. Bazinga!
What do you think?