Hyoketsu was #1 RTD in Japan. And virtually unknown in New Zealand.
With its delicious flavour, Hyoketsu knew Kiwis would love the RTD — if they could get them to try it… So Hyoketsu came up with a trialling idea that would give them a taste of #1 fame and literally get the can in their hand(s).
For a salary of 1,000,000 yen, Hyoketsu invited New Zealanders to audition to become their official hand model. All they needed was a can (and a hand).
Integrated across social, OOH, AV, in store and sampling activations, the idea had generated over 30K organic views and been featured on national news within three hours of launch.
And, naturally, as hopefuls began putting their best hand forward, they created a massive uplift in sales too.
One of the many hopeful hands. This guy didn't even win.