DD DELUXE

Client

Dunkin’

The Brief

With the rise of hipster cafes and bakeries, more Singaporeans are choosing gourmet over classic confectionaries. Dunkin’ Donuts Singapore wanted to remind fans of its classic range in an entertaining fashion with its first-ever April Fools’ campaign.

The problem — a lean budget of only $13,000. With insufficient funds to reach everyone, we targeted those who mattered the most — the fans.

The Idea

During a period when brands typically flood social media with literally unbelievable pranks, we took a more classical approach. Our campaign aimed to genuinely entertain our fans, using paid media to reach them specifically. The nature of our content elicited social media “shares”, which led to greater engagement with our fans’ networks.