PHDIQ wins Yahoo! New Zealand Q1 Digital Strategy Award for its sLIPTONslide campaign
PHDIQ has won Yahoo! New Zealand’s 2012 first quarter Digital Strategy Awards for its sLIPTONslide campaign.
Judge Laura Maxwell-Hansen, general manager of Yahoo! New Zealand, said: “This clever campaign utilised digital to activate the sLIPTON slide promotion, which toured around NZ’s hottest summer events. 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.”
Maxwell-Hansen added: “It delivered impressive results across all digital channels including 30% of sliders sharing photos via social media – a real success story considering the poor summer weather.”
The challenge was to position Lipton Ice Tea as the preferred summer drink choice. With clever digital creative and media placement, it gained the attention of consumers very effectively.
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: “This use of digital, social media and live events was the perfect combination to achieve such great results within this target segment.”
All quarterly winners are eligible for the overall Yahoo! New Zealand DSA annual prize of $10,000 of media on Yahoo! NZ plus free entry into the CAANZ Media Awards Best Use of Digital Landscape category in 2013.