Spikes Asia

Uber Eats Japan / Late Night Promo - PJs

SPECIAL, Sydney / UBER EATS / 2023

Overview

Entries

Credits

Overview

Background

Urban Japanese professionals in their 20s and 30s typically stay up late. Whether they are catching up on work, relaxing in front of the TV, gaming, reading a book, chatting with friends and family or socialising at home, the hours between 9-1am are busy for these nighthawks.

Although Japan plays host to late night culture, most food delivery services close by 9pm. The aim therefore was to develop a short 3-4 week offer-led campaign that highlighted how late Uber Eats delivers. The mission was to increase awareness of Uber Eats’ late night delivery, shift consideration scores and affinity towards the brand and encourage new users to redeem the promotion.

Idea

To educate our late night audience in a fun and surprising way we used a symbol of late night: pyjamas. We produced exclusive Uber Eats pyjamas that drew attention to the fact that Uber Eats delivers late at night and is offering ¥3,000 off your first order.

The Uber Eats pyjamas featured a selection of craveable food items available to order during those late night hours from 9pm-1am. A QR code featured next to each food illustration which linked directly to that category on the app. From there our influencers who were sent the pyjamas and competition winners who received the pyjamas could order their favourite late night snacks.

Strategy

Our late night audience consisted of 20-30 year old urban Japanese professional SINKS / DINKS (pre-family). These consumers know Uber Eats and feel positively towards the brand, however, may not have gotten around to trying it yet. The audience also included first-time-users who could redeem the promotion available.

In reaching these consumers we needed to be specific with our targeting. We developed a detailed targeting strategy to ensure our key promo message and late night delivery was communicated first, followed by a time targeted asset delivered from 9pm onwards. This meant we could reach out consumers at the most appropriate time in the most effective way.

The online video and static asset targeting approach was planned to ensure our best performing assets were optimised in order to generate awareness and encourage promo redemption.

Execution

The pyjamas were launched through a shopping channel style campaign, where we overdramatised how to use the QR code and spread the message of our promo through a selection of online videos. These videos were featured on YouTube and across Social channels including Instagram and Twitter. Video and static assets also appeared on Twitch and Uber Eats owned channels. This campaign was a short lived offer campaign throughout February and March 2021.

To increase the reach and engagement of our campaign we utilised ‘Tonight, I’ll be eating’ (our brand campaign) talent Matt Rose to model the pyjamas forming a connection to the brand platform and generating excitement through his social following. Working with a well-known local influencer brought in an element of celebrity to elevate the hard-working creative and got people talking about the exclusive Uber Eats pyjamas.

Outcome

The campaign drove position business results with all key business metrics growing during the campaign period.

Key Results:

75% uplift in monthly acquisitions

78% 'late night' messaging take-out

6pt uplift in ad recall

The campaign saw an increase in 262K first-time-eaters or 45% of total FTE’s during the campaign period/44% of ALL FTEs during this period.

The campaign contributed to 2.5% of the gross bookings during this time - $8.5M.

50% positive sentiment making this the most loved campaign on social vs all Uber Eats Japan campaigns in 2021.

Channel Results

YouTube/Twitter: Positive stat sig uplifts on Ad Recall on YouTube and Twitter (4.2% and 6% respectively).

Twitch: Uplift in lower funnel metrics around Favorability and Message Association (2% and 20% respectively)