| Title | TOKYO 1-1-1 CAFE |
| Brand | UCC |
| Product / Service | UCC BLACK MUTO |
| Category | D02. Retail Installation & Experience |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media Placement | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| NORIHITO SAKO | DENTSU INC. | Executive Creative Director |
| RYO NAKAGAWA | DENTSU INC. | Creative Director |
| ARATA HASHIMOTO | DENTSU INC. | Copywriter |
| TAKAYUKI HORI | DENTSU INC. | Art Director |
| NOBUMORI KURATA | TOHOKUSHINSHA FILM CORPORATION | Producer |
| NODOKA SATO | CAPRA | Editor |
| MANA SHIRAISHI | freelance | Photographer |
| YOSHITAKA SHIKAMA | TOWCo., Ltd. | Event Producer |
| KEI OKADA | TOWCo., Ltd. | Event Producer |
| MAO NAKAZAWA | TOWCo., Ltd. | Event Producer |
| TOSHIO MORIMURA | T2 Creative Co., Ltd. | Event Producer |
| RYO MIYAKAWA | monopo Inc. | WEB Director |
| MINAMI ASANO | freelance | WEB Designer |
| YUSUKE SHIMADA | Material Inc. | PR |
| BANG SOOBIN | Material Inc. | PR |
| SAKIKO OHYA | Material Inc. | PR |
| TAKESHI SHIMOJO | TOHOKUSHINSHA FILM CORPORATION | Production Manager |
| MASAHIRO OTSUKI | UCC UESHIMA COFFEE CO.,LTD. | client supervisor |
| YURIKO YOSHIKAWA | UCC UESHIMA COFFEE CO.,LTD. | client supervisor |
UCC made the world’s 1st canned coffee in 1969. However, good coffee became easily accessible, and sales of canned coffee started declining. Young people go coffee shops such as Starbucks for their coffee, but never try canned coffee these days. On the other hand, commoditization of canned coffee has proceeded. There are more than 4000 brands already, and more than 200 products appears each year in Japan. UCC Black Muto revamped & became the only canned "1st Extraction" coffee. We wanted to spread the news about the unique point "1st Extraction".
1ST EXTRACTION CAFE 1-1-1 Because of its unique point “1st Extraction”, we focused on and extracted number “1” across Tokyo.Extracted only the 1-1-1 addresses in each area, and these places were transformed into cafes where young people goes. People can taste the "1st Extraction" coffee at the extracted 1-1-1 places.
Designed the cafe signboard based on address sign to notice that an address itself transformed to a cafe. Unified the design element, cafe sign board and tent, but adapted them to each character of 1-1-1 places one by one. We changed six 1-1-1 addresses in each area in Tokyo into cafes on the revamping day of the product.1-1-1 in Japanese restaurant, 1-1-1 in a Japanese garden, 1-1-1 in bookstore, 1-1-1 riverside, 1-1-1 inside an office building, and 1-1-1 in the middle of a staircase of factory transformed to cafes in a day. Each designs became hot topics on social media and news media.
The cafe which served delicious canned coffee became the most popular cafe in a day. Campaign featured on 50 TV programs. Over 70M media impressions. Customers spread the word on how tasty "1st Extraction" is. Over 20,000 related tweets. Over 98M impressions on social media. Over 10 times increase in brand mentions. Sales of the product rose 116 % compared to sales from the same one month period of the previous year. 1-1-1 cafe is now registered on Google maps, so "1st Extraction” will remain permanently at each 1-1-1 address.