A Dunkin' Donuts radio ad in South Korea emits the aroma of coffee whenever it plays. According to PSFK, the campaign, named Flavor Radio, uses a unique technology to release the scent through sound recognition.

The campaign was first installed on commuter buses in Seoul, South Korea. Whenever a Dunkin' Donuts radio ad plays, a light coffee aroma is released using atomizers installed on the buses.

The innovative ads have reportedly boosted in-store traffic throughout the country. According to the article, more than 350,000 commuters initially experienced the ad, leading to a sales bump of 29 percent. The number of visitors at Dunkin' Donuts stores rose 16 percent during the original campaign.

According to the company's website, the mission of the ad is to shift the perception of Dunkin' Donuts in the heavy coffee drinking city of Seoul. The mission states "Dunkin' Donuts is more strongly branded for donuts than coffee. This perception leads to coffee drinkers selecting other cafes over Dunkin'. It is necessary to establish the thinking that 'Dunkin' = coffee' to convince people to select Dunkin' for their coffee fix."

Read more about marketing and branding.

Related Content

User Comments – Give us your opinion!
Products & Services

PCI Compliance Services

http://global.networldalliance.com/new/images/products/4892.png

4892/PCI-Compliance-Services

LG 55WS50BS-B

http://global.networldalliance.com/new/images/products/6423.png

6423/LG-55WS50BS-B

ClassicCombi

http://global.networldalliance.com/new/images/products/6287.png

6287/ClassicCombi

LG 32WL30MS-B

http://global.networldalliance.com/new/images/products/6455.png

6455/LG-32WL30MS-B

LG 32LN541C

http://global.networldalliance.com/new/images/products/6459.png

6459/LG-32LN541C

Affordable, feature rich compact ATM

http://global.networldalliance.com/new/images/products/RL1600_Left_View_100.gif

804/Affordable-feature-rich-compact-ATM

LG 72WS70MS-B

http://global.networldalliance.com/new/images/products/6421.png

6421/LG-72WS70MS-B

Social Security Number (SSN) Verification

http://global.networldalliance.com/new/images/products/SSN_employmentsearch.gif

1426/Social-Security-Number-SSN-Verification

LG 47WS50MS-B

http://global.networldalliance.com/new/images/products/6431.png

6431/LG-47WS50MS-B

Nationwide Criminal Records

http://global.networldalliance.com/new/images/products/Criminal_Search_iix.gif

1427/Nationwide-Criminal-Records

CONNECT 2014 Mobile Innovation Summit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.