Target Audience for the Lego Advert - Advertising Production

Target Audience for the Lego Advert

When creating our Christmas advertisement, the first thing we need to understand is which type of audience we're targeting, and to know this we need to understand the different types of audiences that are subject to advertisements and it's influences. The demographic you choose is extremely important, if you're creating an advert for a toy brand then you do not by any means want to employ grown people discussing adult topics that exclude your intended target audience for children. The same rule applies for all advertisements, if your selling a newspaper for example, and your target demographic are those in the higher classes with higher paying jobs, then you do not wish to market said newspaper as a gossip column that showcases page 3 girls as it's primary hook.

The demographic we are aiming for is mainly children and parents/carers - although we hope the advert is able to bridge all age gaps, just like the Lego itself. In order to reach out to these different demographics, we need to create an advert that has a message that can be perceived differently by the groups, for example we want the children watching to feel a sense of joy when they watch the advert, we want that joy to stem from their love of toys and playing with products such as Lego, creating a happy, loving connection to the product that the children can hold onto.

The older demographics can also take positive emotions away from this advert, whether it's through memories of Lego, or the fact that a product has been around as long as they have - we can create a sense of nostalgia that can transcend all generations. We also need to remind parents/carers that Lego is a universal toy, by this we mean that any age group or gender can use Lego, and through this the product can bring together families, which is important to emphasise during holiday periods such as Christmas. 

Our advert needs to keep the feeling of Christmas alive, and keep in with the theme of Lego, Lego tend to heavily avoid corporate ads, they don't feature prices or available retailers that sell their product, they create individual adverts that chime into the culture of the country they're selling too, they create adverts inspired by family and imagination, through their creativity we instinctively want to buy Lego over any other brand. We trust in their creative department's work and feel like Lego truly is an extension of our imagination, instead of a distraction until the next big thing. There's a reason why Lego has been around as long as it has, because of the memories.