Audience

Who does The Lego Movie advertising campaign target? 

1)Children who play with lego
2)Adults who played with lego when they were children
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 campaign would attract adults who used to play with lego as when they see the poster it will bring back good memories for their childhood making them want to go see the film as it will make them feel good

3. The Lego Movie advertising campaign would attract families as it is a film that all ages can enjoy from the 60-30 ranging all the way down to 7+ meaning it is a film people will chose to see with their kids no mater the age as most people would have have had that special connection with lego. 

4. The Lego movie advertising campaign would attract Young cinema goers as they will go and see the film due to the other be=rnads in the film so if you don't like lego but like the actors of DC they will still go and se it  

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 paid 

for production themselves this tells you that they really wanted to 

work with the lego movie 

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 adverts are all warm and friendly because it is trying to target the audience of 4-5 up making it something that they want to see  this also reflects the brand image if lego with that happy and warm feeling the brand has 

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

The familiar names will appeal to the audience as they will show interest as they known these names very well and probably will like some of their work. 

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?