Marian stayed home to raise Michelle and her brother, Craig, skillfully managing...
Written by Jennifer Dublino, on April 9th, 2012
A breakthrough marketing campaign for Dunkin’ Donuts in South Korea was wildly successful. The company’s goal was to increase awareness of the Dunkin’ Donuts coffee brand and to drive traffic to the stores.
To accomplish this, they used an innovative blend of radio ads and scent. They installed scent diffusers on commuter buses in Seoul. Whenever the Dunkin’ Donuts ad came on the radio, a light coffee scent was released from the diffusers. We aren’t sure how this was done from a technical standpoint (were the diffusers set to go on at a certain time, in conjunction with the ads, or did the driver push a button when the ad came on?). What is certain is that around 350,000 people were exposed to this multi-sensory message, and it worked. Traffic to the stores increased by 16% and sales jumped by 29%.
Great job Dunkin’ Donuts and Cheil Worldwide!