License to PR is celebrating after fending off fierce competition from rival PR campaigns to be crowned the winner of The Drum PR Awards 2022 for its Teletubbies campaign on behalf of WildBrain.
The PR company picked up the accolade for Best Music, Entertainment, Gaming and E-sport Campaign at the awards, which were announced on Thursday 8 December as part of The Drum Awards Festival.
Its work with WildBrain for the 25th anniversary of Teletubbies saw the colourful quartet reuniting for a musical comeback, with new album Ready, Steady, Go.
The group’s first new music release since their 1997 number one hit, Teletubbies say “eh-oh!” kickstarted the campaign for the milestone anniversary.
Peter Andre was headhunted as the band’s new manager as they went head to head with Coldplay in the album charts, before reuniting them with Simon Cowell – the A&R responsible for first signing them – on prime time Saturday night TV on Britain’s Got Talent.
The BGT audition was pre-trailered on the two Saturday evenings prior to the broadcast that was watched by 5.84 million Britons, a further 3 million watched a YouTube video of the audition on BGT’s official channel. The audition resulted in 27 pieces of online national and regional coverage (227.6million+ UVPM). The Ready, Steady, Go PR campaign generated 32 print (2.5 million+ circulation), 103 online articles (193.9 million+ UVPM) and 134 radio call outs (9.89 million+ listeners) due to the humorous chart battle narrative. The Teletubbies also featured alongside Phil and Holly on This Morning (1.5 million viewers) and Peter Andre’s involvement secured national features and coverage across his social channels with over five million followers.
The campaign was up against competition from rival PR campaigns including Netflix’s Tiger King, O2’s Fortnite experience and the launch of ABBA Voyage.
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