How could New Zealand pay respect to Japan and say 'thanks' for their generous hospitality towards New Zealanders and our team during the Rugby World Cup when we don't speak the same language? Well, how about with a number? In Japan several numbers have double meanings, for example '26' can be read as 'fu-ro' meaning 'bath'... and '39' can be read as "san-kyu' meaning 'thank you'. Launched on the back of the All Blacks, the campaign generated over $40,000,000 in media coverage, drove engagement, increased social media followers by 150,000 and delivered over 1 million visits to newzealand.com

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