On average, an adult spends approximately 132 hours per year looking at menus online before deciding what to eat, resulting in indecision that often leads to making the wrong choice.
According to a recent study, the conscious mind can only process 40 bits of information per second, whereas the subconscious mind can process information up to 500,000 times faster.
To help HungerStation customers avoid what psychologists refer to as "Choice Overload," Wunderman Thompson Riyadh used the power of data and AI to tap into users' subconscious minds, assisting them in discovering what they truly wanted to eat.
To learn more we spoke to Firas Ghannam, Creative Director at Wunderman Thompson Riyadh.
What was the brief?
The brief was quite open - find ways for HungerStation to maintain and strengthen its position as the leading and most innovative food delivery service in a highly competitive market.
How did the initial pitch/brainstorming phase go?
As we would usually do with open briefs, we began by looking for an insight or a human problem that we could address. We recognised that, in order to create something interesting and engaging, it had to be a meaningful solution to an existing problem. Hence, we uncovered the issue that we all face every day with online food delivery: choice overload.
What was the process behind ideating the concept?
As we delved deeper, we discovered that on average, people spend about 132 hours a year looking at mind-numbing menus online before deciding what to eat, frequently resulting in the wrong call.
As we researched further, we stumbled upon a study by Dr. Bruce Lipton, which revealed that the conscious mind can only process 40 bits of information per second, while the subconscious mind processes information at a rate up to 500,000 times faster.
This was the exact moment that sparked the idea to help people better connect with their subconscious mind in order to find the answers they seek. We decided to launch “The Subconscious Order”: the very first food delivery placed by your subconscious mind.
What was the production process like?
We collaborated with the tech team at Wunderman Thompson Seattle and embarked on a journey to find the most effective approach to bring this idea to life.
After conducting thorough research and exploration, the team meticulously crafted a compelling proposal. We were then fully prepared to pitch the entire concept to the client. Once we received the green light, we dedicated months developing the technology, and finally we were ready to launch.
What was the biggest challenge during production? How did you overcome it?
Simply put, the biggest challenge was to make the technology work. It took countless rounds of experimentation and testing until we achieved a beautifully functioning end result.
What kit/tools/software were used to create the project?
The Subconscious Order utilises two types of AI. Firstly, the Vision AI meticulously tracks eye movement and studies its interests. Second, the Topic Modelling AI smartly categorises food into clusters to narrow down options. At the end of the process the technology generates a data report of what the subconscious mind is craving.
What is one funny or notable thing that happened during production?
I remember during the early stages of the tool's development, the initial results didn't quite capture what was on the user’s mind, resulting in some funny and unexpected suggestions. However, as the tool progressed, it became significantly smarter, and the results started making much more sense. It was super interesting to witness the evolution of the tool, seeing it mature into a more accurate and reliable experience.
What’s the main message of this project and why does it matter?
We were delighted by Nancy Crimi-Lamanna's, the Creative Commerce Jury President at Cannes Lions, comment on our project: “In today’s world, brands have to apply meaningful value in order for people to offer use of their facial data, and ‘Subconscious Order’ did this beautifully. It’s a wonderful example of AI being applied to commerce and is a bold, brave way to change the user experience: turning transactional experiences into emotional ones.”
How long did it take from inception to delivery?
It took approximately 10 months from ideation to launch, but, of course, there were times towards the end when we had to wait for the optimal moment to introduce the tool, considering the brand's marketing calendar.
What do you hope it achieves for the brand?
As per the requirements of the brief, this innovation will help strengthen HungerStation's position as the most innovative food delivery service in town, ensuring its continued success in the competitive market.
Furthermore, this marks the first-ever Grand Prix win for an agency in Saudi Arabia and a Saudi Brand in the entire 70-year history of Cannes Lions. It serves as a testament that the quality of work from our region, particularly Saudi Arabia, can compete on a global scale and achieve prestigious awards and recognition.
Credit list for the work?
MENA Chief Creative Officer: Chafic Haddad / Wunderman Thompson
Executive Creative Director: Rayyan Aoun / Wunderman Thompson
Creative Director: Firas Ghannam / Wunderman Thompson
Global Lead, Creative Data: Jason Carmel / Wunderman Thompson
Creative Director: Shawn Herron / Wunderman Thompson
Creative Director: Matt Gilmore / Wunderman Thompson
Data Manager: Ilinca Barsan / Wunderman Thompson
Data Manager: Caro Buck / Wunderman Thompson
Art Director: Bashar Dababneh / Wundrman Thompson
Copywriter: Alanoud Alassaf / Wunderman Thompson
Account Director: Wessam Al Najjar / Wunderman Thompson
Business Director: Karim Sioufi / Wunderman Thompson
Marketing Director: Ahmad Chatila / HungerStation
Marketing Manager: Muhannad Abunazzal / HungerStation
Marketing Communication Supervisor: Noora Alissa / HungerStation
Creative Manager: Abdulrahman Alkhatib / HungerStation
