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 a typical dealer loader BBQ grill. We needed a story.

THE STORY

Our clients 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 a great potential for content with out 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 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

Motot-matic released this video to their own community. This created a huge fanbase for the brand for 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 amongst other creative communities and sub genres.

This story became the number one driver to the promotion, creating a formula and request from the client to find a creative partner, with a creative story each 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 from utilizing the moped as a sought after display piece.

Sales Growth

19%

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

CREDITS

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

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