Rachelle Gardner Celeste Hakes Gil Marom
Little Princess.
Big Playground.
Table of Contents Creative Brief ............................................................................................... 2 Magazine Rationale .................................................................................... 4 Print Ads ....................................................................................................... 5 Radio Rationale ........................................................................................... 8 Radio Scripts ............................................................................................... 9
TV Rationale ...............................................................................................12
TV Storyboard ............................................................................................ 13
TV Script ..................................................................................................... 15 Digital Campaign ......................................................................................16
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Our Target Consumers
Little Princess
The 5-12 year old girl that loves pink, glitter and all things girly. By age 3-4 they are consumed by this need for all things deemed girly (Wieners). These are the girls who are predominately playing with this product and display the most satisfaction with it. They are interested in role-play, creativity and want a toy they can play with alone or with their friends. Consumer Benefit: I am a little girl and I want something I can play with my friends or when I am bored by myself. Product Benefit: Lego Friends has Internet games, TV shows, projects, apps and toys that will keep me and my friends entertained for hours.
Mr. and Mrs. Claus
This segment is made up of the parents. They know exactly what their kids want and are the ones predominantly buying the product. They keep up with the latest trends in the toy industry and are well aware of what their children want. These parents can be either single or married, in their late twenties to mid forties and are blue-collar workers. They want a product for their children that is safe and that they can trust. Consumer Benefit: I am a parent and I want a toy for my child that will make them happy and that I can feel comfortable and satisfied about Product Benefit: LEGO Friends has a zero product recall approach to all products and since 2009 there have been no recalls (Vestbeg). Lego Friends product line has had tremendous success. “At the 2012 Nuremberg Toy Fair, LEGO Friends product “Olivia’s House” won the award for “best toy” in the age-group 6-10 years” (Trangbaek)
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Competitors Mega Bloks are targeted to young children and have the same function of building as LEGOs. The products are easy to use as well as safe. With larger and softer pieces, this toy is aimed for children under the age of seven. There are more “girly” products produced by this company such as Hello Kitty, Dora the Explorer, Barbie, Junior Builders and also Idea Builders. Mattel’s Barbie and Monster High dolls are direct competitors of LEGO Friends. Unlike LEGO Friends, Barbie has a very structured design. There is little room for creating a one-of-a-kind design like a consumer can with LEGO. Creativity is more focused on role-play and not so much around building. Mattel’s products are designed just for girls and have been successful at keeping little girls happy and always wanting more. LEGO has developed to have a stigma of being a “boy toy.” Hasbro is responsible for My Little Pony and Littlest Pet Shop toys, which are indirect competitors that have the same target market of young girls ages 5-12. These brands offer services similar to LEGO, such as TV shows, mobile apps and interactive online games.
Play-Doh is a gender-neutral product that has been around since the 1930s, which is the same time Legos came out. Play-Doh comes in all colors and prices can range from less than a dollar to $20. Play-Doh offers the capability to build just as there is with Legos. There are products within the line that let the consumer build food, shapes, accessories and so forth.
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PARENTS
Magazine Rationale
Parents magazine was first published in October of 1926. It is a trusted name for parents and has a respectable history; similar to LEGOS. The magazine is geared toward women’s daily needs and concerns with raising young children.
This magazine features editorials over real families, which flows with the theme we are aiming for in our advertisements. We want to emphasize how the toys can be played within real life scenarios, such as car rides or at a family movie night. Parents magazine can also have themes per issue, such as safety, which is a major value LEGO prides itself in. Our theme is much more realistic and calm than the current image of the brand. This magazine is based on real parents and real scenarios, making it ideal for our product. In our print ads, we demonstrate young girls interacting with LEGO Friends in three different ways. We also emphasize how LEGO Friends can be taken anywhere by showing them in three different environments. Each ad playfully points out a benefit which is connected to interacting with LEGO Friends in some way.
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Now your little princess can create her own little world, whever you travel.
Little Princess.
Big Playground.
you’re welcome, grandma
Find your little princess a new best friend today.
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Because real princesses don’t fight over the remote.
Little Princess.
Big Playground.
you’re welcome, dad
Find your little princess a new best friend today.
Trade in her tiara for a construction hat.
Little Princess.
Big Playground.
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you’re welcome, mom Find your little princess a new best friend today.
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Radio Rationale PITCH
Our objective is that advertising will convince parents who enjoy spoiling their little girls that LEGO Friends will keep their daughter entertained for hours, whether at home, in the car or at a friend’s and provides a refreshing new toy craze compared to the competitors that have had the same product for years. Our pitch fits this statement because the little girl speaking is making a long list of all the ways the she can play with LEGO Friends. She tells about how she can play with LEGO Friends anywhere she goes whether she’s watching a movie, playing a game, or actually building. She says the toys are with her everywhere she goes. Support will be LEGO Friend’s hands on and online activities that can keep little girls occupied at all hours of the day that both parents and little girls can appreciate. The support in the ad is that the little girl is really stressing just how much she can do with her LEGO Friends. She mentions how her mom is happy because she is quiet and entertained. The tone is grateful, entertaining and girly.
We chose for our ad to run on Radio Disney because its demographic matches ours as little girls 5-12. Parents will often play this station in the car with their children and thus will reach both our demographs of parents and little girls.
SITUATION
Our objective is that advertising will convince parents who enjoy spoiling their little girls that LEGO Friends will keep their daughter entertained for hours, whether at home, in the car or at a friend’s and provides a refreshing new toy craze compared to the competitors that have had the same products for years. Our situation fits this statement because the little girls are frustrated in the beginning because they can’t take their toys with them; and in the second half they are excited because they are playing with LEGO Friends blocks one minute at home, and they can still entertain themselves with LEGO Friends in the car on the tablet. Support will be LEGO Friend’s hands on and online activities that can keep little girls occupied at all hours of the day that both parents and little girls can appreciate.
The ad is showing two different scenarios. The first is a somewhat typical experience every parent has gone through, with their kid when going for a drive. It shows how frustrating both the parents and kids can be when it comes to kids being bored. The second half shows how well-behaved and entertained the two girls are once they have LEGO Friends. They willingly go to the car and surrender their playtime because they know they can watch the LEGO Friends shows in the car. The parent is appreciative because he doesn’t have to bicker with his kids. The tone is grateful, entertaining and girly. We chose for our ad to run on Radio Disney because it matches our target demograph of 5-12 year olds. Parents will often play this station when in the car with their kids, so they will both hear the ad.
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Radio Scripts
CLIENT: LEGO Friends TIME: :60 TITLE: “Megan and Friends” COPYWRITER: Rachelle Gardner MEGAN:
Hi, I’m Megan. I’m 6. Me and my friends like to go shopping, paint pictures, and take care of puppies at the vet clinic we own. We get to play together all day long. They’re with me at school, at the park, in the car ride to the grocery store, and at home. I take my friends everywhere with me! My mom really likes my friends, too. She says that they are always quiet at sleepovers and they never complain about what she cooked for dinner. Mom and I are going to spend my tooth fairy money right now on buying another friend! Hopefully I can get a new car to drive them around in, too.
ANNCR:
LEGO Friends is how I spoil my little princess. With downloadable apps, TV shows and movies on Netflix, online games and classic LEGO building blocks, LEGO Friends can come with us anywhere we. Give your little girl the gift she really wants. You’ll love it just as much as she does. Check out your mobile app store to download a LEGO Friends app, today. Or visit your local toy store to choose from out large collection of LEGO Friends toy sets.
MEGAN:
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LEGO Friends. Little Princess. Big Playground.
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CLIENT: TIME: TITLE: COPYWRITER:
LEGO Friends :60 “LEGO Friends Saves the Day” Rachelle Gardner
ANNCR:
This is what a car ride sounds like without LEGO Friends
DAD:
Okay Megan, Molly, lets go. We gotta go get Nana
MEGAN:
Dad, we are having an emergency can’t you see Teddy is in the hospi-
MOLLY:
tal? Yeah dad, he fell off his skates and he needs 11 stitches
DAD:
Girls your toys will be here when we get back
MEGAN:
Dad! Are you serious?!
DAD:
Girls I am not going to ask you again
MOLLY:
This is the worst day of my life
SFX:
(SWOOSH NOISE FOR TRANSITION)
SFX:
CAR DOORS SHUT
MEGAN:
How much longer till we get back?
DAD:
Soon, Megan
MOLLY:
Dad I gotta go potty. I forgot to go.
DAD:
I am not going back home you are going to be okay!
MOLLY:
Oh my gosh!
MEGAN:
Dad, Molly won’t stop hitting me.
MOLLY:
No I’m not.
MEGAN:
Stooop!
DAD:
I will turn this car around if you do not stop!
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ANNCR:
This is what a car ride sounds like with LEGO Friends.
DAD:
Okay girls, put the blocks down we have to go pick up Nana
MEGAN:
Molly, go grab the tablet so we can watch the LEGO Friends movie in the car!
MOLLY:
Oh, good thinking!
ANNCR:
Give your little girls a gift you’ll both love. LEGO Friends, there’s a downloadable app, movies and TV shows on Netflix, and the classic building blocks. LEGO Friends will keep your little ones entertained no matter where they go. Visit LEGOFriends.com to join in on the fun. LEGO Friends. Little Princess. Big Playground.
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NICKELODEON AND SPROUT
TV Rationale
The TV commercial will run on Nickelodeon and Sprout. Both channels target our “Little Princess� segmentation of young girls ages 5 - 12. These TV stations frequently run similar advertisements for children. The commercials will run from April 30 to July 30, 2015, airing between 4pm-6pm, when parents are most likely to be at home with their children watching TV before dinner. The concept of our TV ad is that a young girl has taken her LEGO Friend to show and tell. She tells the the viewer a few different activities she enjoys doing with her LEGO Friend. The tone is sweet, girly and playful.
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TV Storyboard
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TV Script CLIENT: LEGO Friends TITLE: Bringing Olivia to Show and Tell AIRDATE: 04/30/15 – 07/30/15 PRODUCER: Rachelle Gardner, Celeste Hakes and Gil Marom VIDEO
AUDIO
[1] MS: Young girl standing in front of a classroom, holding her hand up. “Show & Tell” is written on the blackboard.
[1] MUSIC: LEGO Friends theme song instrumental (0:30)
[2] ECU: Focusing on girl’s hand holding LEGO Friend.
[2] GIRL VO: “She and I always have a blast together.”
[3] MS: Girl playing with ice cream parlor product sitting next to the LEGO Friend as they eat ice cream together.
[3] GIRL VO: “Sometimes we eat ice cream at the parlor. I like vanilla; she likes strawberry.”
[4] CU: Girl sitting in front of TV watching Netflix with her LEGO Friend.
[4] GIRL VO: “Some days we just hang out and watch movies about her and her friends – they’re so adventurous!”
GIRL: “Hi! This is my new friend, Olivia.”
[5] MS: Girl sitting in car with her LEGO [5] GIRL VO: “My mom bought me the Friend, playing LEGO Friends app on tablet. LEGO Friends app. I love playing it on the way to Nana’s.” [6] CU: Girl holds up LEGO Friend to her face as the LEGO Friend hugs her.
[6] GIRL VO: “I love my LEGO Friend, Olivia. Meet your new best friend in the App Store, on Netflix or a toy store near you.”
[7] MS: Young girl standing in front of a [7] GIRL VO: “LEGO Friends. Little Princess. classroom, holding her hand up. “Show and Big Playground.” Tell” is displayed on the blackboard. SUPER: Graphic with logos and apps displayed.
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Digital Campaign For this campaign, LEGO is pairing with POSNA to raise awareness and funds for fibular hemimilia by challenging people to walk on a path of LEGOs.
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