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Since the beginning of the pandemic online delivery has been booming, from food orders to groceries and everything in between. But this sharp increase in orders has led to compromised driver safety and more road accidents.
HungerStation, the biggest food delivery app in Saudi Arabia, decided to raise awareness of the situation and protect those most vulnerable on the road by announcing 'Tip With Time' – an initiative launched during Ramadan, the month of generosity, giving and patience.
In 2022, delivery riders and drivers in Saudi Arabia faced a harrowing reality, with 22 deaths and 253 injuries reported. Distressingly, this number is on the rise.
Food delivery riders are always in a constant battle with time or else they face the wrath of customers. A bit of extra time to make their deliveries would greatly reduce the risks they face on the road.
To take the pressure off riders and give them more time, HungerStation swapped the existing 'Tip With Money' function on their app with 'Tip with Time' and a push notification was sent to HungerStation's more than two million active users, with the initiative supported by HungerStation's in app banners and social platforms.
With zero development cost and just some of our time, we were "tipped" generously with a 22% increase in rider registrations and 100,000 minutes tipped per day. We're proud to say that the campaign not only provided riders with extra time to ride safely, but also helped them feel valued and protected.
D&AD Awards
2024
Wood Pencil
