Lego FIFA World Cup Ad - Marketing in the News Blog Post
The article goes into great detail about the advertisement and first describes the scenes that play out. It describes how Messi, Ronaldo, Kylian Mbappe, and Vinicius Junior are sitting around a circular table. Each one is trying to add their custom Lego mini figure to a Lego replica of the FIFA World Cup trophy. Eventually, after they are all unsuccessful, a small boy walks in a does it himself. The article calls the advertisement "Clean, playful, and utterly disarming." Then, the article starts to talk about the significance of the advertisement and its impact. It says this is a cultural event, and LEGO has done something no other brand has been able to do: get four of the biggest stars in the world to demonstrate their new products. Messi and Ronaldo are aging veterans, while Mbappe and Vini Jr are up and coming superstars, so having them all seated at a table together carries "a gravity that no script writer could hold." Lastly, the article applauds the choice of having the small boy able to place his own mini figure on the trophy, demonstrating that soccer, and more importantly LEGO are for everyone. The Value Proposition LEGO brings is joy and community from its products. It also brings value to customers because they feel excited and accomplished when completing a LEGO set or adding to their collection. In terms of marketing relevance, this is a very successful approach, as LEGO is revealing new, exciting products to the market, that are directly aligned with one of the biggest events of the year, the World Cup. Billions of people watch the World Cup, so this advertisement is perfectly timed for the largest amount of views.
The challenge that LEGO is trying to overcome is demonstrating to the world that LEGO is for everyone, not matter skill, age, or affordability. They do this well by making the comparison to soccer or "the worlds game" because soccer is a unique sport that more people have access to compared to other sports. They are approaching this challenge by using the small child to demonstrate the weight of the world cup and how it could be accessible to anyone.
The marketing approach is unique because of how LEGO filmed and followed up the advertisement. The world famous soccer players were not actually in the room when they filmed this together. LEGO used highly specific CGI and camera work to replicate the players appearances in the ad. They showed this by showing a behind the scenes video after the original was posted, and this in turn got many more people talking about the ad. This is really special because this is the first time we have seen AI and CGI create and advertisement with the likeness of celebrities.
If I was the brand manager, I would add more characters or a deeper storyline to the ad. With more in depth characters, the audience may feel more attached to the advertisement. For example, the young boy who places his mini figure on the trophy feels like he comes out of no where, and the ad just ends. Overall, I learned a lot of the article because it really broke down the choices used by LEGO and the significance of the CGI and how each specific marketing tactic was used.
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