TOKYO 1-1-1 CAFE

TitleTOKYO 1-1-1 CAFE
BrandUCC
Product / ServiceUCC BLACK MUTO
CategoryB05. Use of Ambient Media: Large Scale
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN

Credits

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

Why is this work relevant for Media?

We used the address number itself as a best media to express the unique point of the product.

Background

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".

Describe the creative idea/insights (30% of vote)

1ST EXTRACTION CAFE 1-1-1 Because of its unique point “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. Young people go coffee shops such as Starbucks for their coffee, but never try commoditized canned coffee these days. We created a cafe where they can try the revamped product, and which become viral.

Describe the strategy (20% of vote)

Commoditization of canned coffee has proceeded in Japan, there are more than 4000 brands already, and more than 200 products appears each year but market sales is declining. Young people goes to cafe but don’t drink canned coffee anymore. UCC Black Muto revamped & became the only canned "1st Extraction" coffee. To spread the news and the taste, we extracted 1-1-1 addresses as the unique point "1st Extraction” and transformed to cafes where young people can drop by.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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.

Links

Website URL