The campaign, created and implemented by Playtime PR, was named Integrated Campaign of the Year at the PRCA Dare Awards.
The strategic 360-degree communications campaign launched Magic Box Toys’ new collectible range SuperZings: Rivals of Kaboom and resulted in sales of more than half a million units within the first month.
Held last week in London, and run by the Public Relations & Communications Association, the PRCA Dare Awards strive to seek out and reward the very best PR and communications campaigns and professionals, and are decided by a panel of highly respected industry experts across six regions.
Ben Harper of Magic Box Toys, commented: “We were thrilled with the impact of the campaign. Playtime PR devised and delivered a well-rounded campaign that reached parents and children in a meaningful way, to create devoted SuperZings collectors. It’s great to see their hard work not only delivering tangible commercial benefit, but also being recognised by the PRCA.”
Playtime PR’s founder & managing director, Lesley Singleton, added: “The campaign was possible because Magic Box was so open to the varied ideas we brought to the table. We never take a formulaic ‘box ticking’ approach, and this shows in the many layers this campaign has, all of which were carefully crafted to complement each other whilst delivering the really interesting messaging stemming from the themes of the range, heroes and villains. The team absolutely deserves the recognition from the PRCA and I am delighted that their creativity and hard work has achieved such an accolade, in a particularly competitive category.”
Focusing on activity which targeted parents and young children in the UK, the SuperZings launch campaign incorporated activity across Magic Box’s social media channels, a bespoke “Show & Tell Superheroes” initiative for 200 UK primary schools, a two-week take-over of popular mum-hub UKMums.tv, blogger engagement, a Twitter Party, a news generation poll resulting in over 200 pieces of media coverage, plus extensive sampling programmes around the UK.
