We are Jood, an NGO born to fight hunger by providing meals to Moroccan children and adults who live on the streets due to extreme poverty. To finance our side A, we want to empower companies to boost their CSR indicators by joining our new side B: the Jood Kitchen project, a high-quality catering service providing delicious meals to their employees and events while supporting homeless individuals in Morocco.

To achieve this, we need to grab the attention of decision makers in potential corporate partners. The problem? They are spread throughout Morocco and are usually hard to reach by regular touchpoints (saturated mail inboxes, busy agendas, impossible 1x1 pitches).

Despite the challenges, there’s a moment and place where managers, directors, and over 2,000 decision makers meet: the Africa CEO Forum. We could just enter there, sure, but our target will be surrounded by many other people trying to do the same thing we want—sell an idea.

However, there are other places where they are not busy: the hotels nearby the ACF.

To reach them, we’ll sneak into the hotel (well, by booking a room) and posing as staff, we’ll deliver to each attendee's room a sampling of our dishes disguised as Unexpected Room Service.

With every bite, a message at the bottom of the packaging will show up, revealing the true purpose behind the sampling of our food and inviting them to collaborate with us by opening a Jood Kitchen in their companies. This way, every time their employees enjoy a meal, people who need it can too.

Target: C-level executives, managers, leaders, and decision makers in medium to large corporations.

Insight: Getting time with top leaders is hard—they are spread out and never stop. But somehow, over 2,000 of them meet at the same time and place: the Africa CEO Forum.

Approach: We need to tell the story of "bringing something good and new" to our target, so we chose to reach them where they all are once a year: the hotels nearby ACF, and through a method we can easily reach them: room service.

Key message: “Provide delicious meals for your employees while supporting homeless individuals in Morocco.”

Distribution plan: Once we are in their hotels, we’ll wait for CEOs to be in their rooms so we can reach as many CEOs as possible. Further, this hack could be repeated throughout a whole calendar of events such as HR summits, leadership camps, and business programs.

1. Map the ACF surrounding hotels and their ACF attendees, to book a room close to the majority.

2. Pre-cook our meals to get them ready to enter the hotel via guest luggage.

3. Track the in-room attendees' hotel time and schedule to ensure they will be there at the “Unexpected Room Service” arrival.

4. Deliver our meals disguised as the hotel room service dishes, turning them into samplings and ambassadors of our cause.

5.Amplify word-of-mouth from the leads reached and their reactions through our own media.

6. Media partners will cover and spread our message to reach those leaders who didn’t get an Unexpected Room Service.

7. Replicate this stunt on a larger or smaller scale throughout Morocco and its events calendar, reaching from scholarly and medical summits up to C-level directors’ events.