Supported by our Global Creative Data Team, our Riyadh office and HungerStation launched 'Find My Craving' – a campaign that uses AI to help you discover the meal your subconscious mind is craving, then have it delivered right to your door from a local HungerStation restaurant. The campaign works by loading images of delicious HungerStation dishes onto your screen and analyzing eye-tracking data to see which meals “unlocked” your eyes and most attracted your attention.
The Subconscious Order
Let your subconscious mind do the ordering
Client
- HungerStation
オフィス
- Saudi Arabia
AI can do a lot of things – including help you decide what to have for dinner.
Using computer vision to hack decision fatigue on a mobile device was a fantastic technical and design challenge. We’re thrilled with the outcome, particularly how the tool can provide inspiration during the decision-making process, which I’m sure we could all use a little respite from sometimes, and compress the purchase journey for HungerStation’s customers.
Jason Carmel
Global Lead, Creative Data, VML
On average, an adult spends approximately 132 hours per year looking at mind numbing menus online before deciding what to eat, indecision that frequently results in making the wrong call. Psychologists refer to it as “choice overload."
How could HungerStation, the leading food delivery app in Saudi Arabia, help people make the right food choice?
According to a recent study, the conscious mind can only process 40 bits of information per second, while the subconscious mind can process information up to 500K times faster.
What if we can help people better connect with their subconscious mind and find exactly what they're looking for?
Introducing the 'Subconscious Order' – a new feature on the HungerStation app that recognizes when a person has been hopelessly scrolling and provides an innovative tool to help them decide what they really crave. As a variety of delicious cuisines are displayed, a front-facing camera meticulously tracks the eye’s interest using advanced algorithms, and then smart AI narrows down the options and presents a data report of what the subconscious mind is craving and provides the user with a list of relevant HungerStation restaurants to order from.
In the first two weeks from launch, the campaign generated 2.5M impressions, 630K portal visits and 78K new customers, or 6K new customers per day.
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Awards
2023 Cannes Lions
Creative Commerce
Grand Prix
Press
HungerStation and Wunderman Thompson Tap into the Subconscious to Help People Order Food
Communicate
HungerStation and Wunderman Thompson Tap into the Subconscious to Help People Order FoodLBB
A tool that will end the back and forth by handing the decision-making process over to the subconscious mindAdweek
HungerStation and Wunderman Thompson introduce powerful tool to help people order foodArabAd
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