| Title | TOKYO 1-1-1 CAFE |
| Brand | UCC |
| Product / Service | UCC BLACK MUTO |
| Category | B03. Use of Ambient Media: Large Scale |
| 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 |
To approach young people who don’t drink canned coffee but who go to cafe, we designed cafes on the best place to express the product feature of "1st Extraction" canned coffee.
UCC made the world’s 1st canned coffee in 1969. However, good coffee became easily accessible, and sales of canned coffee started declining. 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 the unique selling point of product “1st Extraction”, we focused on and extracted the 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.
Commoditization of canned coffee has proceeded in Japan, there are more than 4000 brands already, and more than 200 products appears each year. Young people go to the coffee shops such as Starbucks for their coffee, but never try canned coffee these days. We created a cafe where they can try the revamped product, and which become viral.
We changed six 1-1-1 addresses in Tokyo into cafes on the revamping day of the product. 1-1-1 in Japanese restaurant, 1-1-1 in a park, 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 transformed to cafes in a day. People can taste the "1ST Extraction" coffee at the extracted 1-1-1 places.
Sales of the product UCC Black Muto rose 116 % compared to sales from the same one month period the previous year. 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. 1-1-1 cafe is now registered on Google maps, so "1ST Extraction” will remain permanently at each 1-1-1 address.