SAKAY HALFWAY

TitleSAKAY HALFWAY
BrandSAKAY.PH
Product / ServiceSAKAY HALFWAY
CategoryB08. Use of Mobile & Devices
EntrantMULLENLOWE 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

Credits

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

Why is this work relevant for Media?

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.

Background

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.

Describe the creative idea / insights (30% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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.

Links

Website URL   |   Video URL