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.

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.

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. 
...

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