Our challenge was to expand beyond sushi and open Sapporo up to more drinking occasions.

To establish Sapporo’s legitimate brewing credentials we used the aspects of Japanese culture that fascinates our target to bring Sapporo’s brewing process to life in a completely unique and entertaining way. Samurais, Taiko Drummers, Geishas, Sumo Wrestlers and even Dragons all play a role as we journey through a Legendary Sapporo Brewery. The 2-minute video was posted on-line and spread through social media sites and seeded with key bloggers. To date the video has generated over 2,500,000 views.We built a website www.legendarybiru.ca where consumers could explore the brewery in greater detail for a chance to win a trip to Japan. 15 and 60 second spots aired on TV and the campaign was rounded out by bringing Sapporo to life at bars – one of the most powerful pieces being a new tap handle that mimics a Samurai’s Katana.

The basic idea behind the Legendary Biru campaign was to use the icons and aspects of Japanese culture that fascinated our target to bring Sapporo’s brewing credentials to life. The idea is anchored by an epic 2-minute video that was initially posted on-line and spread through social media sites and seeding with key bloggers. To date the video has generated over 2,500,000 impressions. We pulled 60 and 15 second spots from the 2-minute video and aired them on conventional TV. The spots pushed consumers to a website www.legendarybiru.ca where consumers could explore the brewery in greater detail for a chance to win a trip to Japan and see the full 2-minute video. The campaign was rounded out by bringing Sapporo to life at bars – one of the most powerful pieces being a new tap handle that mimics a Samurai’s Katana.

The Legendary Biru campaign has surpassed what were admittedly very high in-going expectations. It has been extremely successful.To date the on-line video has generated over 2,500,000 views on YouTube.2010 sales increased over 80% (we actually had bars call and ask to have Sapporo put on tap after seeing the ads). The sales increase has made Sapporo one of Canada’s fastest growing beers, making Canada Sapporo’s most successful international market.

The Legendary Biru campaign was designed to create impact – and even with the epic style and production values – the business results were still achieved with a fraction of what major beer brands spend on advertising and media combined in Canada.

The work is currently being considered and tested for use in all of Sapporo’s major international markets including the UK, US, and Asian markets outside of Japan.