HungerStation / السعودية / 2024التواصل الاجتماعي · الأفلام

⁨Birthmark Stories⁩.

⁨An old Arab belief says a birthmark is left by a craving the mother couldn't satisfy while pregnant. HungerStation collected real Saudis' birthmark stories to make the point that it can deliver any craving, at any hour.⁩

العلامة التجارية: HungerStation
الوكالة: VML
السوق: السعودية
المنطقة: السعودية
السنة: 2024

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التحدي

⁨New food delivery apps were flooding Saudi Arabia, and many were buying market share with aggressive promotions. HungerStation, the market leader, wanted to stay out of a price war and remind a deal-weary audience of what set it apart: speed, variety and round-the-clock delivery.⁩

الفكرة

VML Riyadh built the campaign on the myth that links birthmarks to unmet pregnancy cravings, known as the وحمة (wahma). Saudis with birthmarks shared the family stories told about theirs, the cravings behind them became social content, and the stories were collected in a coffee table book. WARC's case summary adds that the campaign offered coupons to expectant mothers. The film was produced by Dreambox Films in Riyadh.

النتائج

⁨1% growth in market share, according to WARC's summary of the Dubai Lynx Creative Effectiveness entry⁩
⁨A 5% increase in new subscribers and a 12.2% rise in top-of-mind awareness, by the same entry's figures⁩

مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖