The Brief

People drink beer to feel good. It frees them to dream. Our idea was to evoke this joy to sell Nodogoshi. We created a campaign in which Nodogoshi makes people’s dreams actually come true on a huge scale. The campaign is called Nodogoshi dream of dreams. From 50000 collected dreams, we selected the one least likely to come true: “To become a kung-fu star and co-star with Jackie Chan.”

Describe how the promotion developed from concept to implementation

We interviewed Nodogoshi fans about dreams they had while drinking the product and held an event that realizes these dreams. Subsequently, we used a documentary of the event in an ad campaign including posters, commercials and the Web.

Describe the success of the promotion with both client and consumer including some quantifiable results

The TV commercial hit the media and topped 1 million hits on YouTube in just 3 days. Fans worldwide began adding subtitles. NODOGOSHI went on to capture the No. 1 share in the market.

Explain why the method of promotion was most relevant to the product or service

Nodogoshi sales were sluggish. People thought of it as a “bad-tasting beer” because it’s a low-priced, mass market product. So how could we sell a “bad-tasting” beer? We decided not to focus on taste but on the joy experienced when drinking the product.