Emily Tan
May 3, 2012

Case Study: Using voice activation to get Koreans drinking more Dunkin' Donuts coffee

SEOUL - Cheil Worldwide scored a double whammy when the agency got consumers to drink more Dunkin Donuts coffee—and memorise the brand's message—with one voice-activated coupon.

wide player in 16:9 format. Used on article page for Campaign.
Case Study: Using voice activation to get Koreans drinking more Dunkin' Donuts coffee

Background

Korea's coffee industry is experiencing rapid growth, and Dunkin Donuts wanted to take the lead as the go-to brand for coffee. The brand asked Cheil Worldwide to come up with a method that was new and would have everyone saying the Dunkin' name. 
 
Aim
Make people go to Dunkin' Donuts for coffee, say 'I'm drinking Dunkin!" and remember the corporate message. 
 
Execution
Cheil invented a 'voice coupon' that invited consumers to sayg 'I'm drinking Dunkin' into a colourful loudspeaker in order to get a free upgrade on their coffee. 
 
Result
During the one-month test period (9 March to 8 April) in just two Dunkin' stores, nearly 4,000 customers (or more than 26 per cent of everyone who bought coffee in those two stores that month) used the coupon. Most of them recalled the message perfectly.
 
Consumers were laughing as they said 'I'm drinking Dunkin", making the experience a positive one, and passed the message on to their friends. Coffee sales grew 17 per cent. 
 
This month, Dunkin' Donuts has launched a second round of voice coupons, this time nationwide. When consumers say "Make it cool, Dunkaccino!" they'll get an upgrade on their coffee order. 

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