Audience

Who does 'The Lego Movie' marketing campaign target?

1. Children who play with Lego
2. Adults who played with Lego when they were younger.
3. Families
4. Young adult cinema-goers
5. Both genders

Gender
Race
Age
Class
Ethnicity

1. The Lego Movie advertising campaign would attract young children aged between 5-10 of all ethnicities who play with Lego because of the bright colours, young childish humour and the use of imagination. Young children would identify the different characters and the use of different coloured Lego characters such as Vitruvius and Lenny Henry encourages different ethnicities and races.

2. 'The Lego Movie' advertising campaign would attract adults who played with Lego when they were younger by including old Lego Minifigures like Benny on the main poster. This is to create nostalgia amongst older Lego characters.

3. 'The Lego Movie' advertising campaign would attract kids because it is humorous and animated with the main characters being toys they grow up with. It also attracts parents with intertextual sic-fi and action references, and by heavily featuring DC characters. Also parents will like actors such as Chris Pratt, Morgan Freeman and Will Ferrell, who are often in more mature movies.

4. Young adult cinema-goers will like the famous cast and will encourage them to see 'The Lego Movie', even if it's not their type of film. For example, Chris Pratt is famous for action and comedy, Morgan Freeman for comedy and his iconic voice and presence, and Will Ferrell for multiple comedy movies.

5. The poster and trailer would stereotypically appeal to females both young and old of all ethnicities, because of the characters of Wyldstyle and Unikitty, and the love story running through the film. Wyldstyle for example challenges the female stereotype through the use of her costume and facial expression, which is empowering for females.

1. British Heart Foundation, Confused.com, BT and Premier Inn all paid for the production costs of their adverts themselves. What does this tell you about their desire to work with the Lego Movie brand?
British Heart Foundation, Confused.com, BT and Premier Inn all paid for the production costs of their adverts themselves to increase sales, as Lego is more eyecatching than reality so people pay more attention.
2. The adverts all have a friendly, warm and humorous tone to them. Why is important when you consider the audience The Lego Movie is trying to target?

The friendly, warm and humorous tone of the adverts reflects the tone of the toy and the movie.

3. The ad break features voiceovers from familiar names such as Vinny Jones and Lenny Henry. How might this appeal to audiences?

This appeals to middle-aged to older audience members as they will recognise their distinctive voices and the movies they've been in are more for the older generation.

4. According to YouGov (which measures audiene data), more than 6 million people saw the ad break. Why is this positive for both The Lego Movie and the featured brands?

The featured brands get more attention from making stop motion promotions of Lego and people will enjoy this so much they buy the advertised products, whilst wanting more Lego features, going to see 'The Lego Movie'.


Comments

  1. JCoSS Media DeptFebruary 13, 2019 at 8:33 AM

    Great stuff here Benji, you've very clearly understood the different audience groups and linked them to the set products.
    Well done!

    Miss C

    ReplyDelete

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