Burger King: Burger King, 1

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 stats confirms Korean’s commute times is the longest. Not surprisingly, many people nod off on the subway while commuting, and end up missing their stop. They usually cannot sleep well in the subway for fear of missing the stop. So Burger King worked with Cheil to make these people sleep better in subway as well as boost its sales in early hours. It 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.