THE CHALLENGE

Sapporo needed to attract the attention of the non-traditional beer drinker in the United States: Someone who is willing to enjoy a Japanese beer outside of traditional Sushi occasions. This goal would be accomplished by appealing to “Creative Professionals” and “Creative Trend Setters” in key markets, and using non-traditional beer tactics to grab their attention.

This particular program also needed to serve as a 360° program, boost sales, and secure bigger on-premise floor displays. We couldn’t do this with the typical BBQ grill on top of a mountain of beer cases. We needed a story.

THE APPROACH

To reach this newly defined target, we needed to establish ourselves as advocates of creativity. By creating a story for the brand and building something very cool to strive towards, we would connect with our consumer.

I began searching for the best creative partner to help us check all of the boxes. Soon enough, I found Moto-Matic Mopeds, an independent, authentic, creative group doing something unique enough to be the perfect fit. After negotiating a partnership, we began to work together to release a fleet of truly one of a kind hand crafted Mopeds.

THE STORY

Our client’s media buy had only planned to utilize off/on-premise promotions and Facebook advertising. We knew that we had an interesting story to tell here and great potential for content with our Motomatic partner.

Working with the limitations of the budget and the need for additional content was a challenge I graciously accepted. Without the ability to hire a film crew and editors, I personally traveled to Sacramento to spend a few days with the guys at Moto-Matic and document their process using my own Canon 60d. After returning and assembling the content, we strategically circulated it within the creative community. Our video began to spread organically, picking up steam and becoming the primary point of entry and number one driver to the summer promotion.

TARGET CONSUMER SUCCESS

Moto-matic released this video to their own community, creating a huge fan base for the brand by doing something different and investing in a creative subculture to bring the craftsmanship and originality into the open. Soon enough the video was being shared among other creative communities and sub-genres.

This story became the number one driver to the promotion, creating a formula and inciting a request from the client to find a new creative partner with a creative story each year following this promotion.

RETAIL SUCCESS

The program also granted Sapporo large footprints of floor space in the off-premise environment. Sapporo gained larger displays and sold more cases by utilizing the moped as a sought after display piece.

Sales Growth

19%

With the combined efforts of our summer promotion, various other marketing programs, and our advertising campaign, we managed to raise Sapporo Sales by 19% during a time when overall beer sales were down by 6%.

CREDITS

Creative Director: Rob Brooks
Art Director: Ryan Doggendorf  & Rob Brooks
Writer: Mike Wienke