Creative Brief Development of the Lego Company - Report Example

Name Class Unit Client: The LEGO Group Product: The LEGO Playbox Project name: The Lego group 2016 Advertising Campaign Issue date: November 2016 Author: Key Insight: The LEGO group currently targeting different demographic regions. Despite this, not all markets have been successful. The company is thus in the right move to expand and strengthen its target market. The Lego Playbox was first created with an aim of in-store engagement. Launched in 2015, the LEGO Playbox has been operating in all European stories and is also operational in North American stores as a test (Mortensen, 2016). Lego has been encouraging its target market to have creative imaginations through use of LEGO products. While this has high potential, the products have been mostly perceived to be for the children. The ideas of awesome shopping experience at Lego stores are still low. Advertising problems: The lack of awareness of LEGO stores as destinations with awesome shopping experience has kept LEGO Playbox away from reaching their full potential in their demographic market. Advertising objective: The goal of this plan is to improve brand awareness of LEGO Playbox. This is through developing new ideas that creates awesome shopping experience at LEGO stores based on the objectives. This is through showing the joy of building using the LEGO Playbox to foster the engagement between the shoppers and children. Target Market: The target group are the Shoppers and Children who are the most important demographics for LEGO. Tone: Warm, fun, Nostalgic, and playful Single Proposition: Joy of Building. Pride of creation Problems: The consumers have been switching to digital forms of entertainment for play. Opportunity: LEGO Playbox has the ability to foster an engagement of the store employees with the shoppers and children. It allows the children to build anything that they can imagine through use of the customisable story starter sheets. Children loves competition and use of games like “How many LEGO mini figures can you build in a minute?” and “Whose LEGO Race Car will go faster and further?” can fuel this need. The expansion to Dream world-Gold Coast in Australia is a great opportunity and this is where the campaign is targeting. Competition Competition is intense in the children games category. Consumers are faced with a lot of options. The main LEGO competitors are: Online games, Mega blocks, Nanoblock and Oxford. What do they think of LEGO? LEGO Playbox is highly loved by the children Lego Playbox is safe. Product/Brand positioning: LEGO Playbox is exciting and engaging. It provides playful learning Strategy statement: To convince children and shoppers who are the core target audience in Dreamworld that LEGO Playbox offers the best experience and creativity at the stores. This is supported by the research that shows play helps kids to learn on verbal communication, teamwork and improve coordination (Frost, Wortham & Reifel, 2008). Support: Love from parents is important for child’s growth. This includes interactions between the children and kids which can be offered through use of LEGO Playbox at Dreamworld Australia. Budget: Agency to justify the cost Mandatories: Product website (www.lego.com) Justification Situation analysis As a global toys manufacturer, LEGO has been able to build a strong brand globally (Schultz & Hatch, 2003). The firm has been in the business for a long time. LEGO has been named as the world most powerful brands ahead of large firms such as Ferrari and Red bull. The firm has also been able to maintain strong brand loyalty which has kept them ahead of the competitors. In Australia, LEGO is one of the Dreamworld largest retail outlet and LEGO certified store in Australia. Lego is highly valued in Australia with a lot of customers anticipating the experience. The main strength is the fact that LEGO is well known for the manufacture of toys in Australia. The main weakness is the fact that there is low branding and loss of the market share. There is need for more branding to reach out to the segments such as shoppers and children. The main threats are the rise of video games in Australia, internet and cartoon channels. Target Audience The target audience are the shoppers and children. This is a niche segment which focuses on the brand purchaser and the brand user. The main market for LEGO is children and shoppers. In demographic segmentation, LEGO targets both genders with primary focus on ages between 5 to 12 years (Schultz & Hatch, 2003). In the geographic segmentation, LEGO main target is Australia in the gold coast through opening up a retail outlet in Dream World. This will expand the target base in Australia. Aim, Marketing and Advertising Objectives To make a visit to the LEGO store an exciting, engaging and playful shopping experience. To develop new ideas that creates awesomeness in shopping experience at LEGO stores. To create awareness and enhance reach among the target audience of LEGO Playbox. To educate the target audience about the importance and benefits of using LEGO Playbox. Big Idea Lego Playbox is expected to evoke in store engagement. The big idea is the LEGO Playbox aimed at fostering an engagement between the store employees shoppers and children. The basic LEGO bricks can be used to create maze, towers and everything that the child can imagine. This will help in supporting the children love for competition through games. This will give the best shopping experience at Dreamworld retail outlet which will make to possible to meet the business objectives. The product will be launched at the Dreamworld Australia. Media The advertising media to be used for LEGO Playbox are social media, print media, and TV commercials. TV adverts are able to leave an impact on the viewers since they can remember long after the advert. This will be scheduled during the prime hours to capture the shoppers’ attention. The print media will be used through placing small adverts on the local media and magazines. This is especially the children magazines and toy magazines which are used in the local market. This will be scheduled three times a week for 3 months. In Australia, social media have a very wide reach. This makes it an important channel for advertising LEGO Playbox. The brand will use Facebook and Twitter to reach a wide audience (Wells et al., 2011). Budgeting The budget for advertising will be based on the estimated future sales. This will be based on an optimistic view that the business will grow in Australia. The amount that will be placed on each media will be determined by the ideas gained from media specialists. The creative advertising budget will have to be budgeted at 10% of the estimated future sales less costs. This percentage based approach is the best for LEGO since it is tied directly to the increase in revenue (Holthausen Jr & Assmus, 1982). Evaluation The selected media options will be evaluated based on their impacts. The social media will be evaluated based on the number of followers and the traffic generated to the company website. The print media reach will be evaluated based on the number of responses gained compared with the expenditure. This will also involve listening to what people say about the advertisements. To determine the impacts of the advertisements, there will be use of pre-test and post-tests in communication effects. The sales effects will also be looked at through use of sales experiment tests and historical sales (Calder & Malthouse, 2008). Rationalising of the timing The timing and frequency of advertisement will play a major role in the advertising brief. This will be determined by the goal to be achieved, budget and the target group. The advertisement will thus take a three month period within which it will be possible to attain the goals, reach the audience and ensure the advertisement budget is utilised. References Calder, B. J., & Malthouse, E. C. (2008). Media engagement and advertising effectiveness. Kellogg on advertising and media, 1-36. Frost, J. L., Wortham, S. C., & Reifel, R. S. (2008). Play and child development. Upper Saddle River, NJ: Pearson/Merrill Prentice Hall. Holthausen Jr, D. M., & Assmus, G. (1982). Advertising budget allocation under uncertainty. Management Science, 28(5), 487-499. Mortensen, T. (2016). The LEGO history - The LEGO Group - About Us LEGO.com. [online] Wwwsecure.lego.com. Available at: https://wwwsecure.lego.com/en-us/aboutus/lego group/the_lego_history [Accessed 6 Nov. 2016]. Schultz, M., & Hatch, M. J. (2003). The cycles of corporate branding: The case of the LEGO Company. California Management Review, 46(1), 6-26. Wells, W., Spence-Stone, R., Crawford, R., Moriarty, S., & Mitchell, N. (2011). Advertising: Principles and practices. Pearson Higher Education AU. Read More