Over the summer, Lipton took a four storey canvas slide to some of the country’s summer hotspots, like Homegrown Wellington, Otago Uni’s O-Week, and Sounds in the Sun. And the digital and social aspects of the sLIPTONslide campaign have earned PHDIQ Yahoo! New Zealand’s 2012 first quarter Digital Strategy Award.
The challenge was to position Lipton Ice Tea as the preferred summer drink choice. And with clever digital creative and media placement (as well as a two-minute clip by Film Construction’s digital team), judge Laura Maxwell-Hansen, general manager of Yahoo! New Zealand, says it gained the attention of consumers very effectively.
“Savvy digital planning enabled participants to share photos of their slider escapades across social networks and provided a rallying place for those who couldn’t participate via integrated content hubs,” says Maxwell-Hansen. ”It delivered impressive results across all digital channels, including 30 percent of sliders sharing photos via social media. A real success story considering the poor summer weather.”
Fellow DSA judge Helen Baxter, managing director of Mohawk Media, said: “PHDIQ’s campaign managed to generate interest for the ‘Healthy Hedonists’ (18-30) through Yahoo!, MSN, YouTube and Facebook, creating a cool summer campaign which produced great results. A well-deserved win.”The judging panel this quarter also consisted of Monica Mathis of Tower Insurance and Investments, who said “the use of digital, social media and live events was the perfect combination to achieve such great results within this target segment”.