PHDIQ rides the sLIPTONslide to DSA glory

  • Digital
  • June 13, 2012
  • Ben Fahy
PHDIQ rides the sLIPTONslide to DSA glory

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".

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.

Entries for the Q2 Digital Strategy Awards are now open here.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Year in Review: Amber Coulter

  • Year in Review
  • January 18, 2019
  • Amber Coulter
Year in Review: Amber Coulter

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Amber Coulter, partner at TRA, has to say.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit