Title | SAKAY HALFWAY |
Brand | SAKAY.PH |
Product / Service | SAKAY HALFWAY |
Category | B08. Use of Mobile & Devices |
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 |
Uninstall. It is one of the most dreaded things that can happen to any mobile app. There’s always a challenge to make the app useful and relevant. So to avoid the dreaded button for Sakay.ph, we created an in-app feature that helps users easily identify the fairest midway point to meet friends or go on dates, with just a few taps on their phones. With Sakay Halfway, we were also able to get interesting data. We found that 12km is the average distance between couples living separately; a love motel and a fast food chain being the top halfway places.
Sakay.ph is a commuter’s mobile app developed to guide Filipinos in their day-to-day commuting adventures in the busy roads of Metro Manila. To increase awareness and drive more app downloads and usage, Sakay.ph launched an in-app feature to solve one of the biggest barriers to love and relationship – distance and traffic.
Commuting in the Philippines is already a big struggle for everyone. But on a holiday or a special day like Valentine’s day? You’d rather stay home and postpone a date. So in time for Valentine’s day, we launched Sakay Halfway. The in-app feature of Sakay.ph that calculates a couple’s fairest midway point based on distance, travel time, and real-time traffic update. Establishments, restaurants, and other facilities near their ideal halfway were also part of our recommendation.
In the Philippines, there is a long-standing joke about Northerners and Southerners, those who live on opposite ends of Metro Manila, who blame "geographical incompatibility" as the reason for most break-ups. The strategy was simple -- exploit the available technology in the Sakay.ph app to solve the age-old question of where to meet a significant other if you live far away from each other. We also utilized easily accessible and available data that no apps in Philippines have ever used before – halfway points. This is to help couples commute their way to each other’s heart with just a few taps on their phones.
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 also created interesting content based on the consumer data we gathered from people who used Sakay Halfway, to encourage more people to download and use the app.
More than 10,000 couples used the app to meet halfway last Valentine’s Day! We got over 1.3M total campaign reach and 250K additional app downloads in the duration of the campaign. Sakay Halfway also exceeded the Click Through Rate industry standard of 0.90% with a 10.59% CTR and we achieved over Php 5.7M in terms of PR value with minimal spend.