Title | TONIGHT, I'LL BE EATING WITH KEI & COOKIE |
Brand | UBER EATS |
Product / Service | UBER EATS |
Category | A06. Consumer Services / Business to Business |
Entrant | SPECIAL GROUP Sydney, AUSTRALIA |
Idea Creation | SPECIAL GROUP Sydney, AUSTRALIA |
Idea Creation 2 | ULTRASUPERNEW Tokyo, JAPAN |
Production | AOI PRO. INC. Akasaka, Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Eileen Cosgrove-Moloney | Special Group | Team Lead |
Tom Martin | Special Group | Partner & CCO |
Julian Schreiber | Special Group | Partner & CCO |
To launch Uber Eats’ global award-winning platform ‘Tonight I’ll Be Eating’ in Japan, we recruited tennis superstar Kei, and a comedian with a well-known cult following, Cookie. We invite top model Chi-Ling Lin and legendary rockstar Wu Bai to be the faces of the campaign. The film set is an imaginary glam room of Chi-Ling’s, where the two superstars share beauty tips with each other while ordering their favourite dishes. The social content includes behind-the-scenes footage, hilarious interactions between the two celebrities, and a special food-themed picture drawing game. In this campaign we capitalise on the celebrities’ quirks and public images to feature fun on-camera interactions, impressing Uber Eats’ distinctive brand identity on the audience’s mind. In a time where online food delivery was a relatively new concept in Japan we saw a +30% Lift in Unaided Awareness despite