The Rugby World Cup 2011 brought 130,000 visitors to New Zealand and the tightest advertising restrictions the country had ever seen.

With advertising clean-zones all over the country, and little budget to work with, New Zealand Merino clothing company Icebreaker needed an exciting way to grab tourists’ attention (and avoid the lawyers).We created the ultimate Kiwi version of the lucky dip and positioned it at Icebreaker's international airport stores, to grab tourists and players as they entered the country.

The promotion was based on the classic lucky dip you’d find at a local fair, except this time you stuck you hand up a life-sized sheep’s bum, accompanied by realistic sheep noises as you pulled out your prize.

• Quadrupled customer numbers• Queues of tourists and rugby players wanting to have a go• Pictures of famous players and the Prime Minister went viral• Featured in national and international news mediaThousands of tourists went home happy having had a taste of something that usually only New Zealanders get to experience.

Sstore traffic for the time of the promotion increased by 400%Sales were up by 200% over budgeted sales for the Rugby World Cup.Staff morale increasedNo one complainedThousands of people got to stick their hand up a sheep's arse including the Prime Minister of New Zealand and the Australian Rugby World Cup second five eigth.Not bad given no media was used at all to promote it- just Icebreaker's Facebook page