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Given the long hours that people work in South Korea, as well as the lengthy and crowded daily commutes they face in major cities such as Seoul, napping on the train while going to work is commonplace. So too is sometimes missing your rail stop because you're fast asleep.
Bearing these factors in mind, fast-food giant Burger King and a local brand activation company were recently able to come up with an innovative marketing promotion that boosted morning sales at participating stores by nearly 19% and, at the same time, provided a useful service to tired rail commuters who travel for an average of two hours every day in Seoul, a city of around 10-million people.