IDEA
International brands take their time to arrive in South Africa. Burger King only arrived in 2013 and H&M opened its first store in 2015! So when we were briefed to launch South Africa's first Dunkin' Donuts, we thought - why make South African's wait?
We created an integrated campaign that gave South Africans the power to launch Dunkin' Donuts sooner. We put the timings of the launch directly into customer's hands.
case study
EXECUTION
We set up 10 daily challenges via email, social media platforms, web banners and our website, all supported by a local radio station. If customer's met the challenge of the day, the launch date moved sooner.
Challenges ranged from sharing simple emoji combos, newsletter sign ups and likes, to bigger and more daring activations like arrests and tattoos detailed below.
We created the world’s Dinkiest Dunkin’ Donuts. Like really, the world’s smallest store. People were challenged to find the store and sample teeny tiny cups of coffee and donuts.
We booked a few hours with a local tattoo artist and challenged South Africans to get a Dunkin' Donuts branded tattoo anywhere on their body.
We created Dunkin' Donuts own Police Department called the DDPD which was staffed by 2 local comedians. People were challenged to snitch on their friends drinking bad coffee (anything that wasn't Dunkin' Donuts). The DDPD cruised around Cape Town issuing bad coffee fines and arresting repeat offenders. The activations were filmed for online content - shot, edited and posted online within a day.
RESULTS
Giving South Africa the power to bring the launch of Dunkin’ Donuts sooner made Dunkin’ launch 8 days early.
An ROI of 38,6 generated R5.4 million in digital earned media (£318 060).
Click through on search was 31 x the industry average.
Dunkin’ Donuts was the 2nd highest trending Google search on launch day behind Julius Malema (the controversial leader of a populist political party).
South Africa even broke the global Dunkin’ Donuts launch record with a queue that lasted 26 hours. The longest any country has ever queued, worldwide.
