Playtime’s first campaign for BBC’s Hey Duggee nominated for Prolific North Award

Working in collaboration with our partner broadcast agency, markettiers, our National Hugging Day campaign for BAFTA Award-winning preschool show, Hey Duggee, has been nominated for a Prolific North Award.

Do you get enough hugs? That simple question led Playtime and markettiers, to a proactive media strategy generating fun and an appealing counterpoint to the main news on 21st January 2017: Trump’s inauguration. The research conveyed the benefits of hugging in an upbeat way that tied back to Hey Duggee…

BBC Wales, Radio Yorkshire, BBC Shropshire and BBC Lancashire all conducted live hugs on-air during interviews with our spokesman, the UK’s leading happiness expert, Dr. Andy Cope, while listeners sent in pictures/videos of their hugs!

Almost 40 UK and Ireland regional newspapers ran half/full page features about hugging – all with substantial, positive hooks to BBC Worldwide’s Hey Duggee show. 

Total Items: 82

Total Reach: 22,302,610

“An incredibly effective campaign which met the key objective… We’re thrilled with the results.” – Nancy Twynam, UK Head Of Marketing for Consumer Products, BBC Worldwide