Seoul has a very large coffee drinking population and, as the video says, most of the traffic to and from work is by public transportation. Dunkin Donuts needs to keep up with the other large coffee manufactuers like Starbucks and other local coffee shops and prove that they are more than just a Donut Shop, that what your going to Dunk your Donut into is superb coffee.
They decided to affix a device to buses that shoots out a whiff of coffee aroma everytime their jingle plays on the radio. The people on the bus instantly get the delicious coffee aroma and link that to the Dunkin Donuts commercial playing on the radio and then, when they get off the bus, there, conveinently located in the bus stop a Dunkin Donuts ad, along with a Dunkin Donuts shop right across the street. Honestly, this is amazing. Its all your senses being tampered with and encouraging you to buy the coffee your already going to purchase, at a place you didn't think of.
Wow. Check out the video and see what others are saying.
http://www.cbc.ca/news/yourcommunity/2012/07/dunkin-donuts-fills-buses-with-coffee-smell-to-boost-sales.html
In today's hyper-competitive marketplace, ads can be found just about anywhere; from billboards and magazines to telephone poles,drinking straws, human foreheadsand beyond.
If you think no surface has been left untouched, you may be right - which is why one South Korean business has moved their commercials into the very air their potential customers breathe.
Dunkin' Donuts is making use of a new technology that releases the scent of fresh coffee into the atmosphere for riders to inhale while they're commuting.
Public transit vehicles in Seoul have been outfitted with dispensers that resemble the electronic air fresheners found in many homes. But instead of putting out a puff lavender fields, they fill an entire bus with the aroma of Dunkin' Donuts coffee.
The spray, known as "Flavor Radio" is set off every time the franchise's radio jingle plays over the bus's speakers.
As their campaign video explains, Dunkin' Donuts wanted potential customers in "the city of coffee" to think of their store when they think of their morning brew.
"It is necessary to establish the thinking that 'Dunkin = coffee' to convince people to select Dunkin for their coffee fix," reads the copy under Flavor Radio's submission for the Cannes International Festival of Creativity this year.
A pushy tactic, maybe - but a highly effective one, as results show.
According to Cheil Worldwide, the advertising agency responsible for the campaign, visitors to Dunkin' Donuts stores near bus stops rose 16% during the initial run of the program, and overall coffee sales jumped by 29%.
Flavor Radio was so successful, in fact, that it won Cheil Worldwide Seoul a Bronze Lion for Best Use of Ambient Media at Cannes.
What do you think of "Olfactory advertising" - is this taking the commercialization of space too far, or is it simply a neat way to advertise? If you have no problem with this sort of pitch, which products would you want to smell?
The award-winning "Flavor Radio" campaign for Dunkin' Donuts takes ambient advertising to the next level. (Cheill Worldwide / canneslions.com)If you think no surface has been left untouched, you may be right - which is why one South Korean business has moved their commercials into the very air their potential customers breathe.
Dunkin' Donuts is making use of a new technology that releases the scent of fresh coffee into the atmosphere for riders to inhale while they're commuting.
Public transit vehicles in Seoul have been outfitted with dispensers that resemble the electronic air fresheners found in many homes. But instead of putting out a puff lavender fields, they fill an entire bus with the aroma of Dunkin' Donuts coffee.
The spray, known as "Flavor Radio" is set off every time the franchise's radio jingle plays over the bus's speakers.
As their campaign video explains, Dunkin' Donuts wanted potential customers in "the city of coffee" to think of their store when they think of their morning brew.
"It is necessary to establish the thinking that 'Dunkin = coffee' to convince people to select Dunkin for their coffee fix," reads the copy under Flavor Radio's submission for the Cannes International Festival of Creativity this year.
A pushy tactic, maybe - but a highly effective one, as results show.
According to Cheil Worldwide, the advertising agency responsible for the campaign, visitors to Dunkin' Donuts stores near bus stops rose 16% during the initial run of the program, and overall coffee sales jumped by 29%.
Flavor Radio was so successful, in fact, that it won Cheil Worldwide Seoul a Bronze Lion for Best Use of Ambient Media at Cannes.
What do you think of "Olfactory advertising" - is this taking the commercialization of space too far, or is it simply a neat way to advertise? If you have no problem with this sort of pitch, which products would you want to smell?
