British Heart Foundation
Primary Audience: Adult men over 35
Confused.com
Primary Audience: Youth
BT Infinity
Primary Audience: University students
Premier Inn
Primary Audience: Adults
Theatrical Trailer
Primary Audience: Children
Secondary Audience: Adults and teens
Transitions Between Ads
Essay - Why was creating a commercial break entirely out of Lego a clever marketing strategy? (10 marks) (homework)
On the 9th of February, 2014 - five days before The LEGO Movie was released in cinemas - during Dancing On Ice, the greatest advertisement for The LEGO Movie aired. This featured stop-motion versions of already existing advertisements built entirely out of lego to interest the secondary target audience - adults and young adults - for the film. This happened to create a sense of reassurance and to confirm that parents would want to watch the film alongside their children - the primary target audience - as they're the ones who would have to pay.
The first section of the clip is a take on Vinnie Jones' British Heart Foundation advertisement; which attracts the target audience of middle aged, working class men who have watched a few gangster films, as Vinnie Jones was a famous actor in gangster films. A lot of fathers fall into this category, so alongside their children, that would further prompt them to watch the film.
The second section features one of the classic Confused.com advertisements, alongside a miniture version of Brian the robot. This attracts the other half of the target audience - young adults, particularly as the ad features them; paired with the fact as a lot of young adults require help with car insurance and sales, which urges these young cinema-goers to watch the film and reminisce about their childhood as these lego figurines bring back nostalgia for them.
The third section of this advertisement happens to be the BT Infinity ad featuring two university students, which immediately attracts the target audience as most of the young adults are also university students, meaning they can relate to the characters and become more interested in the film. There is also a secondary target audience with this one; mothers who wish to save money on their broadband, which yet again contributes to interest in the film, as they would have young children wanting to see it.
Finally, the fourth section is an advertisement for the Premier Inn, interesting the target audience of adults who travel frequently, often business men and women. These adults usually have children, therefore this section further interests them alongside their children begging them to see the film.
After all of the sections have played, there is a short trailer for The LEGO Movie, which finally interests the main primary target audience - children. However, after watching the previous clips, this also interests the secondary audiences of adults and young adults, which increases the chances of them seeing the film.
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