Dubai Lynx
WUNDERMAN THOMPSON, Riyadh / HUNGERSTATION / 2023
Overview
Entries
Credits
Background
Saudi National Day is the Superball of the kingdom, where brands from left right and center race to run their commercials during the day with bigger and bigger budgets each year.
Like most major brands, Hungerstation, the #1 leading online food delivery app wanted to be part of the celebration. But with a limited media budget, and huge aspirations to stand out in the face of the heavy spenders.
Idea
As Saudi is well on its way to meet its Vision 2030, the country and its people had many achievements to celebrate.
From building futuristic innovative cities (the line), launching its own electric car, and leading the word AI summit, Saudi has been solidifying its position on the global stage.
In order to generate buzz around our Saudi National Day campaign, we decided to avoid going with the conventional big budget films to something more inline with the Kingdom's vision and future forward achievements.
We decided to take the country by storm and launch our own futuristic food delivery in the Kingdom.
Strategy
Saudi has proven that nothing is impossible, as it constantly proves itself on the global stage. HungerStation decided to celebrate this newfound Saudi spirit with a bold message: "Nothing is Impossible for an Ambitious Nation".
We created a set of believable videos of a futuristic delivery happening on Saudi streets, and three days before national day we shared our assets with Saudi news channels, and key social figures to spread the buzz.
Execution
A few days before national day, we anonymously leaked videos of the very first jet backpack delivery on Saudi streets.
Through social media influencers and key figures we drove the conversation online where people questioned the stunt, and the brand behind it.
On National Day, HungerStation released a revealer video showcasing behind the scene footage of the preparations for the stunt admitting to Saudi's that nothing is impossible for an ambitious nation and an equally ambitious local delivery app.
Outcome
Our campaign got 500M+ impressions worldwide, USD 10M+ in earned media, and 100+ channel coverage. It became one of Saudi's most popular campaigns and Hungerstation earned its reputation as the leading food delivery app of the future in Saudi Arabia.
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