PRWEEK AWARDS 2003: Product & Promotion - The Median Recruitment Award - Marcoms: Consumer


In July 2002, Nickelodeon launched new channel Nicktoons TV, showing nothing but cartoons such as Rugrats, Hey Arnold! and The Wild Thornberrys.

All these programmes had previously aired on the broadcaster's existing channels, Nickelodeon and Nick Jr. Frank PR came up with the idea of promoting the new channel via a competition to find the Nicktoons TV Family.

The idea was to immortalise a real-life British family on celluloid in its own cartoon series.

In the week Nicktoons TV went live, Frank PR announced a competition to find the UK's answer to The Simpsons. This resulted in substantial national coverage, including material in The Times, the Daily Express and the Daily Star.

A cartoonist and Nicktoons TV spokesperson then undertook a tour of ten cities, scouting UK shopping centres for competition winners.

In December, the PR team unveiled the ten finalists, selected from more than 10,000 entries.

The following half-term, the identity of the winning family was unveiled at a special event held at the Nicktoon TV studios in central London.

This attracted widespread media interest from the national dailies, while the Moores - the winning family - and excerpts from the cartoon itself, were guests on TV and radio station output, including Channel 4's Richard & Judy and RI:SE.

Viewing figures for Nicktoons TV exceeded Nickelodeon's initial forecasts.

From a standing start and with no other advertising activity, the channel immediately rated higher than its main rivals, including Fox Kids, Playhouse Disney, CBBC, Boomerang and, ironically, Nick Jr.

Since the launch, more than 9.3 million viewers have tuned in to Nicktoons TV, and Meet the Moores is the channel's highest-rating show.

Initially conceived as a one-off campaign, the Nicktoons TV Family is likely to be continued, and Nickelodeon's sister companies in the US and Australia are currently using the campaign as a template for their own PR activities.


Selfridges Body Craze looked to redefine the concept of the shopping experience from a leisure activity to retail entertainment.

The month-long promotion sought to build on Selfridges's positioning as a place for art, fashion, food, entertainment and design.

The in-house PR team, with Borkowski PR, Camron PR and Modus Publicity, presented a number of media propositions.

Body Craze month kicked off with a high-profile in-store event, attended by celebrities such as Kylie Minogue, fostering a whispering campaign to the mainstream media. Photocalls were used throughout, most effectively at the launch when artist Spencer Tunick fuelled massive media debate by photographing groups of naked people in store.

The event provoked much debate throughout the media, and Selfridges experienced an increase in footfall and a rise in sales, year on year.


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