The One Show
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Category
Experiential & Immersive for Good
Annual ID
OS24_EX080M
About the Work
Background:
In Saudi Arabia, the online food delivery market has quickly established itself as an essential part of the Saudi daily lifestyle with 18 Million active users. However, in a category whose main competitive edge is the speed of delivery, consumers have got into the habit of following up on their orders and hammering delivery riders with calls and texts, leading to an added pressure on the riders to throw caution to the wind and rush to make their deliveries leading to 22 deaths and 253 injuries involving delivery drivers in 2022 alone. With Ramadan at the doorstep, where online delivery and charity donations are at an all- time high, HungerStation the #1 delivery application in KSA, that promises to be "the one station for all daily needs in a flash" decided to raise awareness on the pressure faced by drivers everywhere as part of their CSR and road safety program.
Creative Idea:
Because you can’t put a price to life, we swapped the existing “Tipping with Money” function within the app for “Tipping with Time” .A simple modification on the HungerStation application that can trigger behavioural change towards rider safety and encourage our 2Mil active customers to give their riders extra time easing their anxiety and enabling them to deliver effectively while driving safely.
Execution:
On the first day of Ramadan and before peak ordering time, we triggered our initiative through blast notification on our application quickly reaching HungerStation's 2Million active daily users, informing them not to tip with money this Ramadan, but focus on saving their lives instead and tip them with valuable time. And to make sure our message doesn't get ignored we reminded every user still waiting for their delivery to tip their riders with time and allow him to drive safely and deliver more effectively. With every tip, riders received a notification that showed the extra time they had to deliver, letting them ride safely and peacefully.
Results:
With zero development cost... and just some of our time, we were tipped generously with 22% increase in riders’ registration, and 100K+ Minutes tipped/ day. It not only provided riders with extra time to ride safely but also helped them feel valued and protected.
In Saudi Arabia, the online food delivery market has quickly established itself as an essential part of the Saudi daily lifestyle with 18 Million active users. However, in a category whose main competitive edge is the speed of delivery, consumers have got into the habit of following up on their orders and hammering delivery riders with calls and texts, leading to an added pressure on the riders to throw caution to the wind and rush to make their deliveries leading to 22 deaths and 253 injuries involving delivery drivers in 2022 alone. With Ramadan at the doorstep, where online delivery and charity donations are at an all- time high, HungerStation the #1 delivery application in KSA, that promises to be "the one station for all daily needs in a flash" decided to raise awareness on the pressure faced by drivers everywhere as part of their CSR and road safety program.
Creative Idea:
Because you can’t put a price to life, we swapped the existing “Tipping with Money” function within the app for “Tipping with Time” .A simple modification on the HungerStation application that can trigger behavioural change towards rider safety and encourage our 2Mil active customers to give their riders extra time easing their anxiety and enabling them to deliver effectively while driving safely.
Execution:
On the first day of Ramadan and before peak ordering time, we triggered our initiative through blast notification on our application quickly reaching HungerStation's 2Million active daily users, informing them not to tip with money this Ramadan, but focus on saving their lives instead and tip them with valuable time. And to make sure our message doesn't get ignored we reminded every user still waiting for their delivery to tip their riders with time and allow him to drive safely and deliver more effectively. With every tip, riders received a notification that showed the extra time they had to deliver, letting them ride safely and peacefully.
Results:
With zero development cost... and just some of our time, we were tipped generously with 22% increase in riders’ registration, and 100K+ Minutes tipped/ day. It not only provided riders with extra time to ride safely but also helped them feel valued and protected.
2024 Awards
Total Points: 3
Merit
Credits
Agency
VML / Riyadh
Client / Brand
Hungerstation / Riyadh
Art Director
Abdulhadi Tulimat
Yamin Inayah
Chief Creative Officer
Chafic Haddad
Copywriter
Mohammed Binkhudair
Creative Director
Ahmad Shanaa
Firas Ghannam
Editor
Omar Halabi
Executive Creative Director
Rayyan Aoun
Executive Producer
Marwan Abi Nader
Global Chief Creative Officer
Bas Korsten
Producer
Jamil Ghrawi
Director of Strategy
Rawad El Dahouk
Account Director
Wessam Al Najjar
Business Director
Karim Sioufi
Creative Manager
Abdulrahman Alkhatib
HEAD OF TV PRODUCTION
Joe Abo Daher
Marketing Communications Supervisor
Noora Alissa
Marketing Director
Ahmad Chatila
Marketing manager
Muhannad Abunazzal
Senior Account Executive
Walaa Alyousif
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