Tip with Time.
HungerStation replaced its money tip with a time tip during Ramadan, letting customers give delivery riders extra minutes so they would not feel pushed to rush.
- Brand
- HungerStation
- Agency
- VML
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2023
The challenge
Ramadan brings a spike in delivery orders just as roads fill up before iftar, and calls and messages from customers were pushing riders to speed. The agency cited 22 deaths and 253 injuries involving delivery riders in Saudi Arabia in 2022.
The idea
From the first day of Ramadan, the app swapped 'tip with money' for an option to give the rider extra time. The rider received a notification adding those minutes to the delivery. A push notification to the app's active users announced the change, backed by in-app banners and social posts, at no development cost according to the agency.
Results
- Rider registrations up 22%, according to the One Show 2024 entry
- More than 100,000 minutes tipped per day, according to the same entry
Case study source: Campaign Middle East Source ↗
