Playtime PR’s SuperZings launch campaign has scooped a major PR for Integrated Campaign of the Year at the PRCA Dare Awards.
The campaign, which launched Magic Box Toys’ new collectable range SuperZings: Rivals of Kaboom, resulted in sales of more than half a million units in the first month.
It saw off stiff competition to take the accolade at the PRCA Dare Awards held last week in London. Run by the Public Relations and Communications Association, the PRCA Dare Awards seek out and reward the best in PR communications campaigns and professionals across the space.
Focusing on activity which targeted parents and young children in the UK, the SuperZings launch campaign featured activity across Magic Box’s social media channels, a bespoke Show and Tell Superheroes initiative for 200 UK primary schools, a two-week take over of the mum-hub UKMums.tv, blogger engagement, a Twitter party and a news generation poll resulting in over 200 pieces of media coverage.
Ben Harper of Magic Box Toys, said: “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 and managing director, Lesley Singleton, added: “The campaign was possible because Magic Box were so open to the varied ideas we brought to the table.
“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.”
Playtime and Magic Box are now in the throes of the Series Two launch campaign, which includes a revamped schools’ initiative for the new school year.