Hoping to increase business among commuters in Seoul, South Korea, Dunkin’ Donuts introduced contraptions to city buses that sent out a coffee aroma when the company’s radio ads were played.
The campaign, called Flavor Radio, was launched this earlier this Spring, and Dunkin Donuts representatives have said it resulted in a 16 percent spike in visitors to locations near participating bus lines, and a 29 percent spike in coffee sales at those locations.
When the Dunkin’ Donuts jingle was played on the bus radio, it triggered the spray machine, which actually blasted a spray off coffee aroma into the atmosphere. The commercials were played just before bus stops at which Dunkin Donuts locations were visible. The campaign targeted some 350,000 bus commuters over a period of several months.
Said Jessica Gioglio, PR and social media manager for the company:
“[The campaign] was designed to raise awareness of Dunkin’ Donuts coffee in a fun and engaging way. In Seoul and South Korea, there is a lot of passion for Dunkin’ Donuts, so this offered an opportunity to try something unique and different.”