’Tip with Time’, a smart initiative by HungerStation and Wunderman Thompson KSA to make road safer during Ramadan

Posted on 2023 Apr,25

Wunderman Thompson Saudi Arabia (KSA) and HungerStation have partnered to give customers the chance to help make the roads safer for delivery drivers.

Since the pandemic, online delivery has been booming, from food orders to groceries, and everything in between, but this sharp increase in orders can lead to compromised driver safety and road accidents.

HungerStation, the biggest food delivery app aggregator in the Kingdom, along with creative agency Wunderman Thompson KSA, decided to raise awareness on and protect those most vulnerable on the road by announcing “Tip with Time”, an initiative launched during Ramadan, the month of generosity, giving, and patience.

During Ramadan, Saudi cities witness high levels of road congestion, long queues at traffic lights, and gridlocks on major highways for a variety of reasons: shoppers going on last-minute grocery visits, workers rushing to return home before Iftar, and others. This not only affects commuters, but also puts tremendous pressure on delivery people; they can’t achieve timely deliveries without open roads.

Committed to always delivering quickly, but not at the cost of driver safety, HungerStation replaced the feature of tipping with money with another valuable item for drivers: time.

By adding a new functionality on the app, customers were encouraged to tip with time instead of money when placing orders. Upon receiving the tip, riders received a notification with the extra time they had. As a result, pressure on them to deliver fast was alleviated, and they completed their delivery journey safely and peacefully.

Rayyan Aoun, Executive Creative Director at Wunderman Thompson KSA, comments: “Sometimes a small and simple feature can have a big impact in changing human behaviours and saving lives. Tipping with time helps HungerStation’s customers think beyond their next meal and consider the person delivering it, embodying the values that we look to embody during Ramadan.”

The move, which reflects Hunger Station’s commitment to using tech to introduce smart solutions, has been hailed as a game-changer in the customer service industry. Calls for other food aggregators to join the cause and implement “Tip with Time” have echoed regionally. The new app feature was also well-received among customers who were given the opportunity to give back a whole lot this Ramadan, even with just a few minutes.

HungerStation prides itself on delivering orders ‘before everyone’. With this simple yet life-saving move, it now reaffirms its promise to protect those making it happen.