Remember the Zoopla hermit crabs ads?

In Japan, the top real estate site, Suumo, is also using crabs as a, literally live, advertising media, but with an environmental twist that has won plaudits on social media and in ecology circles.

The campaign generated 50m media impressions and brand mentions went up 480%.

We wonder how the current ‘bouncing Billy’ Zoopla ad will fare by comparison.