Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
MARKETING CAMPAIGNS
Lego unveils its first global campaign targeting adult consumers
By our News Team | 2021
Popular children’s toy brand uses humour to appeal to its growing worldwide market of adult shoppers.
Lego, the renowned toy company, has launched its first global cross-product campaign aimed at a mature adult audience.
The advertising campaign includes TV, digital, out-of-home, e-commerce channels and in-store activations at Lego outlets. It is currently targeting consumers in various European and North American markets.
According to the US-based publication, Ad Age, the campaign comes as more adults than ever before are becoming brick builders, fuelled by the pandemic and also by branded entertainment properties such as ‘Lego Masters’, which is an American reality competition television series that premiered on the Fox TV network last year.
Lego
The campaign includes three humorous films in which adult characters end up using Lego to relax after grappling with the frustrations of daily life. You can watch one of those short films here: https://www.youtube.com/watch?v=V6Rr0HuLGBQ
Ad Age reports that Lego decided on the campaign following global research that found 91% of adults say they experience stress at least once annually, with 77% checking emails when they aren’t at work and 64% worrying about work even when they aren’t there.
Love of Lego building transcends age
“We are delighted that the love of Lego building transcends age,” said Julia Goldin, Chief Product and Marketing Officer at the Lego Group, in a statement.
“We know from our passionate community of adult fans and the number of families that build together, that it’s enjoyed by adults as well as children; many use our products to switch off after a long day. With our research showing that adults often find it hard to relax, this new campaign hopes to show the valuable role Lego building can have in the lives of those looking for new ways to unwind.”
Earlier this year, the marketing industry news website Campaign Asia-Pacific said there was burgeoning demand for Lego products from adults in the region.
“I think that’s because we’ve launched a heap of items that touch on people’s passion points,” Troy Taylor, GM of Lego Hong Kong, Taiwan and Macau told the website.
“We launched a large-scale Lamborghini that you can build, and we also know that a lot of our audience loves playing and building with flowers and being creative and artistic through the botanical range.”
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.