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  • The capital of Korea Seoul,

    韓國的首都首爾

  • is nicknamed the city of coffee.

    是一個匿名「咖啡城」的都市

  • There are over 200 Starbucks coffee shops.

    那裏有超過兩百家的星巴克咖啡店

  • and even more local cafes in Seoul.

    而在首爾甚至更多當地的咖啡店

  • Even so, the coffee industry is still growing,

    儘管如此咖啡產業仍在增長

  • and competition between cafe is becoming even more intense.

    而在同業之間的競爭變得更加激烈。

  • Dunkin' Donuts, projects the image of donuts shop more so than a coffee shop.

    Dunkin' Donuts,試圖建立的形象是比一間咖啡廳更有特色的甜甜圈咖啡店

  • and as such, other places than Dunkin,

    正因為如此,其他地方比起 Dunkin

  • most often come to mind when people are looking for a place to have coffee.

    當人們正在尋找一個地方喝咖啡,最經常浮現的在腦海中

  • Missionencourage people to choose coffee at Dunkin' donuts.

    任務:鼓勵人們選擇 Dunkin' donuts 的咖啡

  • The terrible traffic congestion in Seoul,

    首爾可怕的交通堵塞

  • result in people coming to work primary via public transportation on buses and subways.

    導致許多人藉由搭乘公共交通巴士和地鐵上班

  • These people are busy.

    這些人生活很忙碌

  • and so they stop by cafe on their way to work.

    於是他們在上班的路途中就在咖啡店停下來

  • How do we approach these people?

    我們如何接觸這些人呢?

  • IdeaRelease the aroma of coffee, along with radio advertisements!

    想法:隨著電台廣告釋放咖啡香味!

  • After analyzing the Dunkin' Donuts jingle,

    再強調Dunkin' Donuts的廣告配樂之後

  • we created a machine that release a coffee aroma.

    我們創造一個可以釋放咖啡香氣的機器

  • The machine is triggered only by the sound of the Dunkin' Donuts jingle.

    這台機器僅會在接觸 Dunkin' Donuts 時發出廣告配樂。

  • This jingle was inserted at the top of the Dunkin' Donuts radio ad.

    這個廣告配樂是置入在Dunkin' Donuts的電台廣告中

  • When a Dunkin' Donuts ad play on the radio,

    當Dunkin' Donuts的廣告在電台上播出

  • a coffee aroma is simultaneously released.

    咖啡香氣就會同時散發出來

  • Those who noticed the aroma while listening to the ad.

    一邊聽廣告一邊發現香氣的人們

  • exhibited some surprised responses to positioning.

    便表現出一些吃驚的反應

  • When they exit at their bus stop, they see at the Dunkin' Donuts shop in front.

    當他們離開他們的巴士站,就會在前面看到 Dunkin' Donuts

  • (Dunkin' Donuts)

  • They are much more inclined to make their stop at Dunkin'.

    他們更傾向於讓自己停在Dunkin'.

  • Resultmore than 350,000 people experience the ad during the campaign.

    結果:超過35萬人在過程中觸及這則廣告訊息。

  • visitors increased 16 percent.

    店內的造訪率達16%

  • Sales up Dunkin' Donuts located by bus stops increased 29 percent.

    位於公交車站的Dunkin'銷售量比其他地方增長了29%

  • The ideal resultIs that people are now starting to think of Dunkin' Donuts, when they think of their morning coffee.

    理想的結果是:當人們想在早上喝咖啡,自然也會開始聯想到Dunkin' Donuts,

  • Coffee and Donuts, Dunkin' Donuts!

    咖啡和甜甜圈,Dunkin' Donuts!

The capital of Korea Seoul,

韓國的首都首爾

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【行銷案例】Dunkin' Donuts創意巴士宣傳  Dunkin' Donuts Flavor Radio(2012 Cannes Lions)

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    林彥君 發佈於 2014 年 08 月 09 日
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