Kirin Hyoketsu launches ‘Hyoketsu City Sessions’ activation series across NZ via PHD Aotearoa
This summer, Kirin Hyoketsu NZ and PHD Aotearoa flipped the script on festival season with the launch of Hyoketsu City Sessions, a series of city-wide activations rolling out in the lead-up to 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.
The city takeover strategy saw out-of-home placements plaster each city, while hyper-local social promotion drove engagement, plus 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.
Says Jaron Stockman, Lion: “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.”
Says Heidi Thompson, PHD Content: “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.”
Lion – Kirin Hyoketsu
Jaron Stockman, Ben Wolland, Kelly McIntyre, Daniela Perello Nouguier, Andra Santillana De La Torre
PHD – Strategy, Media & Activation
Philippa Allnut, Heidi Thompson (PHD Content), Nikki Hobbs (PHD Content), Bex Smith, Emma Mills
Corner Store – Event Content Creation
Lara Marshall, Rachel Wilson, Sean Fleet
Blink – Design, Production & Installation
Lucy Noone and the team at Blink
Production Partners – Live Merch Heat Pressing
Olivia Duthie
Smile Dealers – Photobooth
Nick Ferry
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