Hyoketsu was #1 RTD in Japan. And virtually unknown in New Zealand. But Hyoketsu knew Kiwis would love it — if they could get them to try it… So we 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 become their official hand model. All they needed was a can (and a hand).
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.