Uber Eats Guu
Global strategy → Concepts built for Japanese culture.
A Japan-led value platform that reframed discounts as a small, emotionally satisfying everyday win, not a loud price promotion.
Problem
Discount messaging had lost impact in Japan due to overuse and low trust. Uber Eats needed a value expression that felt culturally natural and emotionally credible, not aggressive or imported
Solution
We created Guu, a locally grounded value idea built around a subtle emotional cue and a single clear offer: up to 30% off. The platform was executed across TV, digital, and in-app placements to make savings feel intuitive, human, and immediately legible.
Results
The campaign delivered strong engagement and clear comprehension of value, and established Guu as a repeatable platform for future Uber Eats promotions in Japan.
Tennis TVC :30
Tennis TVC :15
Bus stop TVC :15
Social Cutdown
Key Visuals / Ads
Social Extensions:
Super Guu Deal
チョベリグ
A social-led value campaign that used gyaru culture and exaggerated hunger to turn a discount into entertainment people actively followed and shared.
Problem
Discount fatigue was high, especially on social, where price messages were easy to ignore. Uber Eats needed Guu to break through with younger audiences and drive real sign-ups, not passive awareness.
Solution
We introduced SuperGuu through a gyaru-led social narrative, opening with teaser content built around “チョベリグ” hunger. As her hunger escalated, she grew larger, tore through the city, and was only stopped when Uber Eats delivered food by helicopter, ending with calm, joy, and para-para dancing. The story unfolded across teaser and launch phases, designed specifically for social consumption and repeat viewing.
Results
The campaign drove strong social engagement and a clear spike in sign-ups tied to the Guu deal. It proved the Guu platform could scale into culture, not just pricing, and gave Uber Eats a distinctive social voice competitors couldn’t copy.
Teaser
Launch
