Advertising Strategy Creative Brief

Client: Product: Job No. Date

LEGO LEGO Bricks 90 12/13/20

Task: Success Criteria:

Inspire teenagers to interact with LEGO Increased brand engagement

Why is this brief here? What is the challenge?

What is the big picture? Detail the challenges in the marketplace that have led to the need for this campaign.

As teens go through the stages of growing up, their priorities start to shift. The bright imagination they
embraced as a child is now less important to them. Teens put away the toys that once gave them hours of fun in their
own made up lands, and they turn to social media to escape into a world that someone else made. These young
adults are still children at heart, but we need to remind them of the power that their own imagination holds. Play is
not just for children anymore. Play is just imagination at work. Play is crafting and building to how you see fit.
Teens right now consider LEGO a child’s toy brand that they do not have time for. However, LEGO can expand
their usefulness to more than just “play.” They can be a way for teens to de-stress, express their creativity, or simply
take a break from staring at a screen. LEGO is struggling to dig itself out of the toy category in order to reach more
than just children. Teens believe that they do not have enough time to spend building LEGO. However, they admit
that they spend way too much time staring at a screen. In trying to reach teens, LEGO faces tough competition from
different social media brands like TikTok and Snapchat. The Nintendo Switch gaming system is also giving LEGO a run
for their money.

Marketplace Challenges
 stuck in the toy category
 consistent messaging and long history have led to a narrow brand perception
 competitive landscape is strongly connected with our audience

Price and usefulness are the most important aspects to a teen’s purchase journey and they are currently not
very brand loyal. Teens are just now starting to enter the workforce and therefore have little to no income. They need
to be resourceful with how they send their money. This means that they need to use what they already have in order
to provide entertainment for themselves, destress, or just waste time. LEGO is a brand that is timeless, from children
to adults, LEGO is a brand beloved by all. Everyone either has, or knows someone, that has LEGO in their home
already. That set is just waiting to be used, so why not use it?

What is the problem we must solve?

What is the problem advertising can solve for the consumer?

Teens currently do not believe they have enough time to use LEGOs. When they first think of LEGO, they only think
of it being for kids, or that it has to be huge complicated sets that take hours to do. Young adults are still children
at heart, but LEGO needs to remind them of the power that their own imagination holds. Our real problem is:
Teens currently have a perception that LEGO is for kids and they do not think it is something important to make
time using. They currently are highly invested into social media, spending most of their day staring at a screen.

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Advertising Strategy Creative Brief

Who are we trying to influence?

Who is the advertising targeting? How does the product/category fit into their lives? Include any key consumer
insights that will help us connect to the consumer.

 Teenagers (13-18 years old)

 Highly involved in social media
 School takes up a lot of time
 Staring at a screen for the majority of their day
 Likes shopping in physical stores
 Passionate about offline creative expressions (crocheting, dancing, painting)
 Social media creates the pressures of perfectionism
 Likes to watch videos (Youtube, TikTok)
 May have a part time job
 Average income is low
 Price and usefulness are most important to them
 Not brand loyal

LEGO is one of the few toys on the market today that can allow anyone to express their creativity in any shape or
form they imagine. In an age where teens love to express their thoughts and feelings about different topics on
social media, LEGO provides the golden opportunity for them to do so.

What do we want the consumer to do?

What is the action the consumer should take? What consumer behavior is necessary for success?

We want the consumer to engage with LEGO’s once more. Just as they did when they were kids. But for a different
purpose. Rather than “playing” with LEGO’s, we want teens to engage with LEGO’s as something that can stand as a
creative statement. We want to change their perception of LEGO, which is often perceived as a kid’s toy, and turn it
into something that can help teens to express themselves creatively about topics they care about (social movements,
climate change, etc.).

How do we expect to achieve this?

How will we convince the consumer to do what we want them to do in order to meet objectives? This is the
strategy that will drive all communication. It should be singular, clear and short.

Change the perception of how LEGO is viewed by teenagers.

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Advertising Strategy Creative Brief

Why do we think this will work?

Detail why our brand owns this space, why the consumer will believe us, why it differentiates us in the marketplace.

LEGO has a very long brand history with consistent messaging over time. Even if our target audience has not
engaged with the brand, they still have heard of LEGO. Therefore, they have the opportunity to change their
perception of the brand. If teens loved it then, they can love it now.

Important Brand/Product Attributes: Tonality:

Sustainable, creative, consistent, centered on learning Upbeat, inspiring, motivational, imaginative, unique

Mandatories: Project Timeline:

Logo, Font, Colors (red, yellow) Initial concepts due- Jan 1, 2021
Briefing due- Jan 20, 2021
Final brief due- Feb 1, 2021
Evaluation due- Feb 15, 2021
Advertising put into market- March 13, 2021

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