Uber Eats Japan creates scannable pyjama “QR Pjs” to promote late night delivery

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Uber Eats offer the widest late night delivery coverage in Japan. To drive awareness of this unique service and boost the brand’s popularity, it has partnered with Special Australia to create “QR PJs”.


These QR PJs turn 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.

Says Ai Suzuki, senior brand manager, Uber Eats Japan: “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.”

Uber Eats Japan creates scannable pyjama “QR Pjs” to promote late night delivery

QR PJs were 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.

Says Laurent Marcus, head of technology at Special: “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.”

Another compelling reason not to ever get out of your pyjamas.

Client – Uber Eats
Marketing Director – Shin Nakagawa
Senior Marketing Manager Japan Delivery Lead – Ai Suzuki
Marketing Manager – Rebecca Morton
Marketing Brand Strategy Lead – Ally Doube
Creative Director – Alex Bolderoff
Senior Consumer Communications Manager – Mai Wada

Creative Agency – Special
Co CCOs – Julian Schreiber & Tom Martin
CD – Max McKeon
CD – Sarah Parris
CT – Laurent Marcus
Co CEO’s – Lindsey Evans & Cade Heyde
Group Strategy Director – Celia Garforth
Team Lead – Eileen Cosgrove-Moloney
Business Manager – Georgia Holgate

Creative Agency – Boxx
Creative Director: Yutaka Tsujino/Takafumi Izumi
Agency Producer: Hayato Chaki/Sheldon Kawai/HIromi Shibuya
Copywriter: Takahiko Sakamoto, Saki Miyashita, Yoshihiro Kawase, Masanori Yamauchi Lena OKamoto
Designer: Takashi Kadoshima

Production – Film
Production Company: GEEK PICTURES INC.
Offline Post Production: GEEK PICTURES INC.
Director: Kai Oe
Producer: Hiroki Nakasone
Production Manager: Ayaka Takashima