Audience

G    R   A  C  E

e     a    g   l    t

n     c    e   a   h

d     e         s   n

e                s   i

r                     c

                       i

                       t

                       y

-Children who play with Lego:

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.

-Adults who payed with Lego when they were younger:

Adults played with Lego when they were younger are targeted through the advertising campaign. These adults would be aged typically 40-60 years old and of both genders. The campaign targets this audience throughout the character of Benny who was the first ever original Lego figure who features in the main poster campaign. This provides nostalgia as adults would have played with this figure.

-Families:

 The poster and trailer will attract families as Lego is a loved toy by all generations. Families can watch it together and all talk about it and connect as they all would of loved lego at some point in their lives. As well as this, the parents can also enjoy it due to the actor/actresses who are doing voice overs, while the children are enjoying the actual story and animated film.

-Young adult cinema-goers:

The use of a variety of famous actors used makes the cinema-goers familiar with their work and enjoy it so would be more likely to go watch it because of the actors.

-Both genders:

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.

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?

They know that Lego is such a big brand and very well known so while the ads were on prime time TV they would get the most exposure as people are familiar with Lego and are fans of it.

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 tones link with the toy itself as well as it reflects the movie which targets a big audience so by using these themes helps it get the most exposure by the people who enjoy Lego which is a big brand enjoyed by a lot including those tones. (BBFC= U)

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

Young cinema-goers would know both the actors as well as adults familiar with the actors too.

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?

More exposure for the brand while they enjoy the fun nature of Lego so then are more interested in the brand. For the movie it gets exposure as well as because the tone of the ads are similar to the film it makes the viewers want to watch the film or buy Lego (more revenue). When ITV shows it other channels will want to also also show it thus making it more popular