Burger King and Cheil Worldwide South Korea assist subway commuters with a sleeping mask

Many Koreans are busy and sleep-deprived. According to one OECD statistics, Koreans’ average sleep time is 7 hours and 49 minutes, the shortest amongst its member states. Another OECD stat confirms Koreans’ commute times are the longest. Not surprisingly, many people nod off on the subway while commuting, and end up missing their stop.

So Burger King worked with Cheil Worldwide South Korea to help these people sleep better in the subway as well as boost their sales in the early hours.

They created a sleeping mask saying “Wake me up at ABC station” – wearers of this mask can sleep and relax, expecting somebody will wake him/her up at the correct ABC station. There are 2 free coffee coupons inside the mask so the wearer can give the coupon to the person who wakes him/her up, in return for gratitude. Those who received the coffee coupon can get a cup of free King Americano coffee from selected Burger King stores, located near the ABC station.