Dunkin' Donuts Flavor Radio (2012 Cannes Lions)

Summary

In Seoul, the coffee industry is thriving with intense competition, particularly among cafes like Dunkin' Donuts. While Dunkin' is known for its donuts, the challenge was to associate it with coffee. The solution involved a creative campaign that triggered a coffee aroma when the Dunkin' jingle played on the radio. This strategy, aimed at busy commuters, successfully linked the aroma with Dunkin' Donuts, increasing foot traffic to nearby locations. The result was a 16% increase in visitors and a 29% boost in sales at bus stop-adjacent stores, helping Dunkin' become top of mind for morning coffee.

Takeaways

• 😀 Seoul, the capital of Korea, is known as the 'City of Coffee' with over 200 Starbucks and numerous local cafes.
• 😀 Despite a saturated coffee market, competition among cafes in Seoul continues to intensify.
• 😀 Dunkin' Donuts primarily positions itself as a doughnut shop, not as a coffee-focused brand.
• 😀 People often think of other coffee shops when seeking a place to enjoy coffee, leaving Dunkin' Donuts at a disadvantage.
• 😀 Seoul’s terrible traffic congestion has led to an increased reliance on public transportation, especially buses and subways.
• 😀 Busy commuters stop by cafes on their way to work, making this a prime target audience for Dunkin' Donuts.
• 😀 Dunkin' Donuts devised an innovative strategy to engage commuters by releasing the aroma of coffee during radio ads.
• 😀 A machine was created to release a coffee aroma triggered by the sound of the Dunkin' Donuts jingle during radio ads.
• 😀 The simultaneous release of coffee aroma and radio ads generated surprised responses from listeners.
• 😀 As commuters exited at their bus stop and saw Dunkin' Donuts nearby, they were more inclined to visit the store.
• 😀 The campaign led to a 16% increase in visitors and a 29% boost in sales for Dunkin' Donuts locations near bus stops.

Q & A

What is the key challenge Dunkin' Donuts faced in Seoul's coffee market?

Dunkin' Donuts faced intense competition in Seoul, a city known for its coffee culture, with over 200 Starbucks and numerous local cafes. The brand was also more associated with doughnuts than coffee.

Why did Dunkin' Donuts choose to focus on coffee in this campaign?

Dunkin' Donuts aimed to change the perception of its brand and position itself as a go-to destination for coffee, despite its reputation as a doughnut shop.

What role does public transportation play in the campaign?

Due to severe traffic congestion in Seoul, most commuters rely on public transportation, making them an ideal target for Dunkin' Donuts' coffee offerings as they stop by cafes on their way to work.

What innovative strategy was used to attract customers in this campaign?

The campaign used a machine that released the aroma of coffee triggered by the sound of the Dunkin' Donuts jingle playing on the radio. This sensory experience aimed to create an immediate connection between the scent and the brand.

How did the aroma machine work in the campaign?

The machine was designed to release the aroma of coffee at the exact moment Dunkin' Donuts' radio ad played. The goal was to engage commuters' senses and create a subconscious association between the scent of coffee and Dunkin' Donuts.

What was the intended effect of releasing the coffee aroma?

The intended effect was to trigger a sensory response in commuters, leading them to associate the smell of coffee with Dunkin' Donuts, making them more likely to stop at the store on their way to work.

What was the impact of this campaign on consumer behavior?

The campaign increased consumer visits and sales. It led to a 16% increase in foot traffic and a 29% increase in sales at Dunkin' Donuts locations near bus stops.

How many people experienced the campaign, and what was the result?

Over 350,000 people experienced the campaign, with significant results in terms of increased foot traffic and sales, especially at locations near bus stops.

What does the campaign suggest about the power of sensory marketing?

The campaign demonstrates that sensory marketing—specifically combining smell and sound—can effectively influence consumer behavior, creating a memorable and impactful brand experience.

What was the ultimate goal of the Dunkin' Donuts campaign in terms of consumer perception?

The ultimate goal was to make Dunkin' Donuts a top-of-mind choice for consumers when thinking about their morning coffee routine, associating the brand with both coffee and donuts.