Japan is famous for its late night culture. Uber Eats, the only delivery service in Japan to deliver late into the night, was seeking to own this market and highlight their major differentiator from the competition.

Pyjamas that turned your body into a menu and made ordering your favourite late-night dish so easy that you could do it in your sleep. This special ‘late night’ attire featured the most commonly ordered after-hours cuisines and highlighted just how conveniently nocturnal folk could satisfy their cravings, cementing Uber Eats as the premier late night food service in Japan.

The late night audience, although significant, had unique habits that made them accessible. We released our pyjamas through classic nighttime media, like the shopping channel on TV, twitch streamers, and targeted busy OOH centres synonymous with Japan’s late night culture.

Launching first as a PR-led innovation by Uber Eats into the late night food delivery space to generate organic interest, it was then supported online with the shopping channel film, twitch influencers, instagram and twitter, and Uber Eats owned channels. Running Feb 16th - March 1st, 2022, the media budget was 1M, and had a reach of 102,264,742.

45% of all first time users acquired during the campaign period (mid Feb to end of March) came through the Late Night campaign.

+75% monthly acquisitions

78% 'late night' messaging takeout

Campaign contributed to 2.5% of the GB during this time.

1.8M impressions on social.

50% positive sentiment (making this the most loved UE social campaign of the year)