Describe the creative idea

Sakay.ph believes that the greatest barrier to true love isn't strict parents or incompatible preferences, it’s traffic and distance. This is especially true if you live in Metro Manila which is ranked as the second city with the worst traffic in the world (TomTomTraffic Index 2020). This commuting challenge makes it difficult to date someone or meet with friends from the north if you’re from the south, and vice-versa. It becomes worse during holidays like Valentine’s day where commuters can be stuck on the road for more than 3 hours – that’s already a whole date night! That’s why Sakay.ph created in-app feature, Sakay Halfway, so couples can set a date at location convenient to both parties, and meet halfway fair and square.

Describe the execution

To ensure that our in-app feature arrives at a perfect halfway point for couples, we used machine-learning to create 30 simulations that test 300 combinations of routes between each party. We then launched Sakay Halfway on the season with high relevance for couples – the Valentine’s day. We published the main video material on Facebook, and created posts in IG and Twitter demonstrating how to use the in-app feature, and encouraged people to download Sakay.ph. To amplify buzz about the campaign we seeded PR articles to top publications in the Philippines. We created some really interesting social content as well, based on how couples used Sakay Halfway. For example, 12km is the average distance between couples and they eating at Jollibee (a leading fast food chain). The favorite halfway meeting place? A love motel, of course (blush).