This work is relevant for Media due to its groundbreaking integration of technology and media to revolutionize consumer behavior. By utilizing eye-tracking and advanced algorithms for subconscious menu selection, Hungerstation transcends traditional digital advertising, offering an interactive, personalized user experience. This pioneering approach not only captures attention in a saturated market but also sets a new standard for how media can be leveraged to enhance customer engagement and decision-making, making it a noteworthy case study in innovative media usage.

This work also shines in the 'use of Mobile' subcategory as it transforms smartphones into a cutting-edge tool for consumer decision-making.

In Saudi Arabia, the way people choose their meals is a big deal. It's not just about eating; it's about hospitality and enjoying plenty of choices. This is where Hungerstation's subconscious ordering taps right into the heart of Saudi life. We love to feast, but sometimes, too many options spoil the broth, or in this case, the decision-making process.

At the same time, we're seeing a tech boom here. Everyone's hooked on the latest gadgets, tech and apps, aligning perfectly with our big, bold Vision 2030. This tech love affair makes Hungerstation’s nifty feature a hit.

Religion's a big part of the picture too, especially during Ramadan. That's when food really takes center stage. Everyone's looking forward to Iftar, the meal to break the fast, and that's where this cool subconscious ordering thing comes in handy.

But here's the kicker: even though this cool feature works great in Saudi Arabia, the whole idea of being swamped with choices is something people everywhere can relate to. It's a global thing. Hungerstation's nifty solution isn't just perfect for Saudis; it's something that could catch on in any corner of the world because, let's face it, who doesn't get stuck sometimes deciding what to eat?

Saudi Arabia is experiencing a major boom. Numerous new businesses, including several food delivery apps from international giants with substantial budgets, have emerged suddenly. How can Hungerstation, the first food delivery app in Saudi Arabia, maintain and strengthen its position as the leading and most innovative food delivery service in town?

Let the Subconscious mind do the ordering. For the first time ever, a food delivery service introduces a new and smart feature that allows users to order food online by harnessing the power of their subconscious mind.

On average, an adult spends approximately 132 hours a year looking at mind-numbing menus online before deciding what to eat, frequently resulting in the wrong call. Psychologists refer to it as “Choice Overload”. A state when the brain is faced with an overwhelming number of options and struggles to make a decision, often ending up making the wrong call...

A study by Dr. Bruce Lipton revealed that the conscious mind can only process 40 bits of information per second, while the subconscious mind processes information at a rate of up to 500,000 times faster. This prompted the idea of helping people connect better with their subconscious mind to find the answers they seek.

Saudi Arabia is undergoing a significant period of growth and expansion, particularly in the realm of business and technology. The arrival of numerous new enterprises, including multiple food-delivery applications from established global companies with ample funding, has created a highly competitive market.

In this context, it is essential for Hungerstation - the first and pioneering food delivery application in Saudi Arabia - to focus on innovation and differentiate itself from its competitors and maintain its status as the leading food delivery app in the country. To achieve this, it was crucial to look for ways to improve its offerings and stay ahead of the curve in terms of technology and customer service. And by leveraging social media effectively, Hungerstation could potentially reach a wider audience.

By doing so, Hungerstation can ensure that it remains the go-to choice for consumers in search of convenient and reliable food-delivery services in Saudi Arabia.

A new feature on the HungerStation app recognizes you’ve been hopelessly scrolling and launches the subconscious ordering tool. A variety of mouth-watering cuisines are displayed as the camera meticulously tracks the eye’s interest using advanced algorithms and the front-facing camera. A smart AI uses proprietary Food Topic Modelling to narrow down the options and presents a data report of what the eye concentrated on the most, or what the subconscious mind is craving. This provides the user with a list of relevant restaurants to order from.

The new and innovative feature did not live only inside the Hungerstation’s app, we even replicated the experience on social media, giving every person in Saudi Arabia the opportunity to harness the power of their subconscious.

The tool also demonstrates ‘compressed commerce’ in action – which can be understood as the desire for consumers to get from inspiration to purchase as quickly as possible.

Soon after its launch, subconscious ordering became a thing, leaving us with a banquet of new data for more accurate and personal targeting in the future. By helping Saudis awaken their subconscious mind to ordering the food they love, we gained a cosy corner in their conscious mind for years to come.

In 2 weeks:

2.5M impressions

630K portal visits

78K new customers

6K new customers per day

This work is particularly relevant to the mobile channel as it capitalizes on the ubiquitous nature of smartphones to revolutionize the food ordering experience. By integrating advanced eye-tracking and AI algorithms, Hungerstation transforms a regular mobile device into a sophisticated tool for intuitive decision-making. In a world where mobile phones are central to daily life, this approach harnesses their potential to solve the universal problem of decision fatigue in food selection. It's a brilliant use of the mobile platform, not just for communication or entertainment, but as an integral part of daily decision-making processes.

This initiative exemplifies the innovative possibilities of mobile technology, offering a practical, user-friendly solution while also pushing the boundaries of what mobile apps can achieve in terms of personalization and user engagement.