CLIENT
HungerStation
Ahmad Chatila, Marketing Director
Muhannad Abunazzal, Marketing Manager
Maha Alarfaj, Senior Marketing Communication Specialist
Abdulrahman Alkhatib, Creative Manager
AGENCY
Wunderman Thompson Saudi *Lead Agency
Walaa Alyousif, Senior Account Executive
Nancy Elazzi, Art Director
Noor Wafa, Associate Creative Director
Rawad El Dahouk, Head Of Strategy and Planning
Joe Aboudaher, Head Of TV Production-KSA
SUMMARY
As a market leader, HungerStation faced tough competition from promo-focused newcomers. To differentiate, we created "Birthmark Stories," based on an Arab myth that birthmarks on newborn children are due to unmet cravings by moms. We showcased real tales of birthmarks and the “supposed” unfulfilled pregnancy cravings that caused them. This content highlighted HungerStation's unique features, like speed, variety and all-day availability, helping to defend and grow market share by 1%, attracting 5% more new subscribers, increasing brand TOM by 12.2%* and positioning itself as the hero that understands local culture
