Title | SAKAY HALFWAY |
Brand | SAKAY.PH |
Product / Service | SAKAY HALFWAY |
Category | D02. Innovative Use of Technology |
Entrant | MULLENLOWE TREYNA Makati City, THE PHILIPPINES |
Idea Creation | MULLENLOWE TREYNA Makati City, THE PHILIPPINES |
Media Placement | MULLENLOWE TREYNA Makati City, THE PHILIPPINES |
PR | MULLENLOWE TREYNA Makati City, THE PHILIPPINES |
Production | MULLENLOWE TREYNA Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Abi Aquino | MullenLowe TREYNA | Chief Creative Officer |
Raffy Bariso | MullenLowe TREYNA | Executive Director of Technology and Platform Services |
Pierre Chavez | By Implication Inc. | Art Director and Lead Artist |
Philip Cheang | By Implication Inc. | CEO and Product Lead |
James Choa | By Implication Inc. | DevOps and Infrastructure Lead |
Kristel Cruz | MullenLowe TREYNA | PR Assistant Manager |
Paulo De la Rosa | MullenLowe TREYNA | Copywriter |
Albert Dizon | By Implication Inc. | Data Engineer |
Zeus Echavez | By Implication Inc. | DevOps and Infrastructure Support |
Alan Fontanilla | MullenLowe TREYNA | Managing Director |
John Gale | MullenLowe Treyna | Brand Planner and Digital Analyst |
Pierre Garcia | MullenLowe TREYNA | Account Manager |
Tricia Kiocho | MullenLowe TREYNA | PR Services Director |
Katrina Lachica | By Implication Inc. | UI/UX and Product Designer |
Wilhansen Li | By Implication Inc. | CTO and Routing Engineer |
Elle Manao | MullenLowe TREYNA | Digital Media Manager |
JL Marfori | MullenLowe TREYNA | Video Editor |
Alfonso Martinez | By Implication Inc. | Partnerships Lead and Accounts Manager |
Trina Nadela | MullenLowe TREYNA | Sr. Business Director |
Arianne Nocum | MullenLowe TREYNA | Account Manager |
Roman Carlo Olivarez | MullenLowe TREYNA | Deputy Executive Creative Director |
Viboy Palillo | MullenLowe TREYNA | Brand Planning Director |
Iya Parungao | MullenLowe TREYNA | Sr. Art Director |
Leigh Reyes | MullenLowe TREYNA | Chief Product Consultant |
Marie Frances Salvan | By Implication Inc. | Data and Research Lead |
Aimee Sarmiento | MullenLowe TREYNA | Client Services Director |
Jonathan Sescon | By Implication Inc. | Android Developer |
Oscar Silva | By Implication Inc. | Android Developer |
Jen Suguitan | MullenLowe TREYNA | PR Assistant Manager |
Levi Tan Ong | By Implication Inc. | COO and Full-stack developer |
Michelle Tiongson | MullenLowe TREYNA | PR Admin Associate |
Mike Trillana | MullenLowe TREYNA | President and CEO |
Lorenzo Vergara | By Implication Inc. | iOS Developer |
Kenneth Yu | By Implication Inc. | CFO and Business Development Lead |
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.
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).