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Behind the work.
HungryNaki, a food delivery service under the Daraz brand umbrella, wanted to increase app users and encourage more people to experience its food delivery service. The challenge was to create an engaging campaign that could connect with young audiences, encourage active participation, and give them a compelling reason to download and use the app.
Double Zero Communications developed an interactive entertainment-led campaign that brought together radio, live acoustic music, social media, and app-based rewards. The idea was to build a recurring audience experience rather than rely solely on conventional advertising—using music and audience participation to create interest in HungryNaki while connecting the campaign directly to the app through redeemable vouchers.
Double Zero Communications conceptualised and pitched the Youngster’s Voice Campaign to HungryNaki, proposing an interactive radio show supported by Facebook Live. Following client approval, the agency took responsibility for planning and executing the campaign from beginning to end.
The central idea was to make the campaign entertaining and participatory. Twelve young, talented musicians would perform live acoustic music across 12 episodes, giving audiences a reason to tune in and follow the campaign throughout its run.
To connect entertainment with the business objective, an interactive contest was incorporated into the show. Audience members had opportunities to win HungryNaki vouchers redeemable through the app, creating a direct incentive to engage with the campaign and use the service.
By combining radio entertainment, Facebook Live, audience contests, and app-based rewards, the campaign aimed to build awareness and participation while supporting HungryNaki’s goal of increasing app downloads.
Double Zero Communications managed the campaign end to end, from developing the initial concept and presenting the pitch to the client through the delivery of the approved campaign.
The agency coordinated and executed the 12-episode radio show, featuring 12 young musicians performing live acoustic music on 96.4 Spice FM. Facebook Live was integrated into the campaign to extend the experience beyond radio and provide audiences with an additional way to follow the performances and participate.
An audience contest ran alongside the show, with three winners receiving BDT 1,000 vouchers each day. The vouchers could be redeemed through the HungryNaki app, connecting audience participation with the campaign’s primary business objective. The agency also arranged BDT 2,000 worth of vouchers for each featured artist.
From show coordination and artist management to live activation, contest execution, and voucher arrangements, Double Zero Communications handled the campaign’s activities under one coordinated execution plan.
The Youngster’s Voice Campaign ran from January to April 2022, delivering 12 episodes that combined live acoustic performances, interactive radio entertainment, Facebook Live, and audience rewards.
The campaign generated good audience engagement throughout its run and provided HungryNaki with an entertainment-driven approach to reaching potential app users.
Most importantly, app downloads increased by 14% during the campaign period, demonstrating a positive movement toward the campaign’s primary objective.
By connecting audience participation with app-redeemable rewards, the campaign brought together entertainment and a clear digital business goal in one integrated activation.
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