Japanese RTD alcohol brand Kirin Hyoketsu NZ and PHD Aotearoa have launched Hyoketsu City Sessions, a series of city-wide activations ahead of key music festivals.
The content team at PHD engineered activations across Christchurch, Hamilton and Auckland, turning local bars into Hyoketsu flagships, inspiring locals and visitors alike to make Hyoketsu their pre-festival drink of choice.
City takeover
The city takeover strategy saw out of home placements plaster each city, while hyper-local social promotion drove engagement. Meanwhile, a George FM radio partnership directed festival goers to kick off their weekend with a Hyoketsu.
Local bars were transformed into Hyoketsu house parties, featuring DIY merchandise customisation, with a bespoke live heat pressing store and a unique high angle photobooth to capture the moment.
Custom branded art adorned the bar walls and the series was soundtracked by a lineup of local DJs.
Unmissable experience
Jaron Stockman, senior brand marketing manager at Lion, says: “The Hyoketsu City Sessions this season were the place to be for anyone wanting to start their weekend off right.
“Hyoketsu is the number one RTD in Japan, it’s been rewarding to see how enthusiastically Kiwis have embraced the brand too.”
PHD Content’s client services director Heidi Thompson adds: “Social listening showed us that the festival experience isn’t just about the actual event, it’s about the crew, the fit, the travel and most importantly, where you start.
“Our pre-festival strategy made Hyoketsu an unmissable part of the festival experience.”
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