Japan — Online food ordering company Uber Eats has announced its newest campaign entitled ‘QR PJs’ to drive awareness that it offers the widest late-night delivery coverage in Japan. To drive awareness of this unique service and boost the brand’s popularity, they’ve partnered with creative agency Special.
The promotion, which features QR codes shaped in pyjamas, turns the classic nightwear into the easiest way to order food late at night, making the process so simple, consumers can do it in their sleep. The scannable pyjama print offers QR codes that link straight to all of Japan’s favourite cuisines on the Uber Eats app.
Ai Suzuki, senior brand manager of Uber Eats Japan, said, “For the people of Japan, our late-night offering is a huge advantage we have in the market. However, it’s always been a difficult differentiator to talk about. So we’ve been working on innovations in this space that are as unique as the product, to let people know that we are here well into the night, even after midnight.”
Meanwhile, Laurent Marcus, head of technology at Special, added that bridging the physical and the digital is a fun place to play for brands.
“Experimenting where these worlds collide to create a utility for your customers – and delivering a brand message at the same time – is really unconventional, but proving rewarding for Uber Eats. Plus, I love anything that brings a late-night miso snack closer,” Marcus said.
The promotion QR PJs is featured in key online destinations where Japan’s night owls spend their time, including leveraging top tier Twitch streamers to interact in real-time with consumers.
