PHDiQ’s irreverent campaign for the Lipton sLIPTONslide has won the Yahoo! New Zealand Digital Strategy Award for the first quarter of 2012.
Tasked with elevating Lipton Ice Tea to compete with popular summer soft drinks, PHDiQ knew it had to play in the same space as Lipton’s young, digitally savvy target market, while offering entertainment and new experiences.
PHDiQ’s sister agency Spark PR & Activate commissioned a massive inflatable slide with photo capabilities, dubbed the sLIPTONslide, to take to summer hotspots around New Zealand, with 6,500 sLIPTONsliders taking the plunge over summer.
The key to Lipton Ice Tea’s success was amplifying the sLIPTONslide experience online through social media and entertainment hubs. In total, 2,383 branded photos were shared by sLIPTONsliders on Facebook and email, which earned over 42,000 social impressions.
Another 210,000 unique browsers were reached via Yahoo and MSN summer sponsorships with a dwell time in excess of 3.5 minutes, and a teaser video on YouTube drew 49,000 views.
PHDiQ Digital Media Manager, Mike Harland, says, “We’re really pleased to have the strategy behind the Lipton Ice Tea campaign recognised with this award. We enjoyed developing such a fun, vibrant and innovative idea that seamlessly blended our consumer’s real and always-on digital worlds.”
PHDiQ Digital Director, Anna Woods, says, “This is an excellent example of a sound, insight-based campaign tapping into current trends and delivering relevant content directly to consumers. The fact that Lipton exceeded value share targets despite poor summer weather is a testament to the success of this campaign.”
The award-winning digital work was part of a larger campaign, which included extensive outdoor media placements and product sampling to 275,000 people. View a video summary of the Lipton Ice Tea social media activity at http://www.youtube.com/watch?v=NprIrWYhDk4&list=FLMpfbhQ7QLZGFa9R-A9OyFg&feature=mh_lolz and the You Tube teaser video athttp://www.youtube.com/user/LiptonIceTV?feature=mhee.
Spark PR & Activate started life in 2007, as part of the Spark PHD media agency. In just four short years they have grown to a team of 18, specialising in both traditional and non-traditional digital solutions and working with large-name brands such as ANZ, Vodafone, New Zealand Lotteries, Farmers, and Unilever.