LLLLITL's video: Hunger Station - The Subconscious Order case study

In the midst of Saudi Arabia's digital explosion, a plethora of new ventures, including various food delivery apps backed by substantial resources from global conglomerates, have emerged. As the pioneer in food delivery services within Saudi Arabia, how can Hungerstation uphold and fortify its status as the premier and most cutting-edge food delivery platform in the city? STRATEGY Amidst Saudi Arabia's dynamic growth, especially in business and technology, the influx of new ventures, including food-delivery apps from global players with robust backing, has intensified competition. As the pioneer in the Saudi food delivery market, Hungerstation must prioritize innovation to stand out and maintain its leading position. This entails continuous improvement in technology and customer service to stay ahead. Effective use of social media can also expand Hungerstation's reach, ensuring it remains the preferred choice for convenient and dependable food delivery services across Saudi Arabia. IDEA Introducing a groundbreaking innovation in food delivery: the power of subconscious ordering. Tired of spending endless hours scrolling through menus, only to end up with the wrong choice? Say goodbye to "Choice Overload" with our new feature that taps into your subconscious mind. Psychologists have long recognized the limitations of the conscious mind when faced with too many options. That's why we've harnessed the incredible processing power of the subconscious, which can handle information at lightning speed—up to 500,000 times faster than the conscious mind. Through this revolutionary approach, we're helping you make better, more intuitive food choices without the stress. Let your subconscious do the ordering and enjoy a seamless, satisfying dining experience every time. EXECUTION Embark on a revolutionary ordering experience with HungerStation's latest feature: subconscious ordering. When you find yourself endlessly scrolling through menus, our app intuitively activates this tool. Using cutting-edge algorithms and your device's front-facing camera, it tracks your eye movements to gauge your subconscious cravings. Our smart AI then analyzes this data through Food Topic Modelling, presenting you with a curated list of restaurants that match your desires. But the innovation doesn't stop there; we've extended this experience to social media, allowing all Saudis to tap into their subconscious cravings. With "compressed commerce" in action, we're fulfilling your hunger faster than ever before, from inspiration to purchase. RESULTS Following its debut, subconscious ordering swiftly became a sensation, furnishing us with a wealth of invaluable data for precise and tailored targeting in the future. By empowering Saudis to tap into their subconscious desires when ordering food, we've secured a lasting place in their conscious minds for years to come. In just two weeks, the results speak for themselves: 2.5 million impressions, 630,000 portal visits, and the acquisition of 78,000 new customers, averaging 6,000 new customers per day. AWARDS - Creative Commerce Grand Prix at the Cannes Lions 2023 CREDITS Brand: Hunger Station. Advertising Agency: Wunderman Thompson, Riyadh (Saudi Arabia). Production: Wunderman Thompson, Seattle (USA). Wunderman Thompson Global Chief Creative Officer: Daniel Bonner. Global Chief Creative Officer: Bas Korsten. Chief Creative Officer: Chafic Haddad. Executive Creative Director: Rayyan Aoun. Creative Director: Firas Ghannam. Senior Art Director: Bashar Dababneh. Copywriter: Alanoud Alassaf. Global Lead, Creative Data: Jason Carmel. Experience Technology Director: Shawn Herron. Creative Director: Matt Gilmore. Business Director: Karim Sioufi. Account Director: Wessam Al Najjar. Director Data Science: Ilinca Barsan. Senior Analyst, Data Science: Caroline Buck. Hunger Station Marketing Director: Ahmad Chatila. Marketing Manager: Muhannad Abunazzal. Marketing Communication Supervisor: Noora Alissa. Creative Manager: Abdulrahman Alkhatib. Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).