Copywriting and Concepting Final: Lego Architecure

Strategy Statement


Key Fact: A lack of hobbies can also contribute to feelings of boredom, which can increase the risk of depression and anxiety. A study published in the Annals of Behavioral Medicine found that adults who engaged in leisure activities had lower levels of stress and better overall health than those who did not, another study shows that nearly one in four Americans don’t have a hobby or interest.

Consumer Problem the Advertising Must Solve:
With 77% of American adults admitting to dealing with work related stress, an engaging, lasting outlet is needed. An outlet such as Lego Architecture provides a long-term project that promotes a sense of accomplishment and mastery, while simultaneously providing mindfulness and relaxation.

Advertising Objective:
Promote Lego Architecture as an excellent way to build a passion that will help you unwind as well as learn, while providing a sense of mastery and achievement that you can display in your own home.

Lego Strategy:

Prospective buyers of LEGO Architecture sets may be individuals who enjoy building intricate and detailed structures, have a passion for architecture and design, or are looking for a fun engaging way to learn more about famous landmarks and buildings. They may also be interested in the unique combination of LEGO building and architecture, as well as the challenge and sense of accomplishment that comes with completing a LEGO Architecture Product Usage (prospect behavior)

  • Individuals researching and exploring real-life buildings and structures to gain inspiration and ideas for their LEGO creations.

  • Individuals developing a deep understanding of the principles of architecture and engineering to create realistic and accurate LEGO models.

  • Individuals paying close attention to detail and precision in their building process, often taking a methodical and patient approach to their projects.

  • Individuals continuously challenging themselves to push the limits of their skills and creativity, seeking out new and more complex building projects to undertake.

Demographics:

  • Age: LEGO Architecture sets are designed for adults and teenagers aged 16 and above, so prospective buyers are likely to be in this age group. This age also includes guardians purchasing for younger users.

  • Gender: LEGO Architecture is a gender-neutral product, so it appeals to both males and females.

  • Education level: As LEGO Architecture requires a level of knowledge about architecture and engineering, prospective buyers may have some formal education or experience in these fields.

  • Income: LEGO Architecture sets are more expensive than regular LEGO sets due to their complexity and detail, so prospective buyers may have a higher income level.

  • Geographic location: LEGO Architecture is a global product, and prospective buyers may come from various regions around the world, but the product may be more popular in urban areas where architecture and design are highly valued. Psychographics (What the prospect is thinking)

  • Creative: LEGO Architecture buyers may be highly creative individuals who enjoy using their imagination and problem-solving skills to build and design unique structures.

  • Detail-oriented: As LEGO Architecture sets require attention to detail and precision, buyers may be individuals who enjoy working with intricate and complex tasks.

  • Knowledge-seeking: LEGO Architecture buyers may have a strong desire to learn more about architecture and engineering principles and may enjoy researching and studying different buildings and structures.

  • Patient: Building a LEGO Architecture set can be a time-consuming process that requires patience and perseverance. Buyers may be individuals who are willing to put in the time and effort to create a high-quality finished product.

  • Design-focused: LEGO Architecture buyers may have an interest in design and aesthetics and may be drawn to the sleek and modern look of the product.

  • Passionate about architecture: LEGO Architecture buyers may have a deep interest in architecture and may enjoy exploring the history and cultural significance of different buildings and structures.

Principal Competition

  • Nanoblock: Nanoblock is a Japanese construction toy brand that offers miniature building blocks. While it does not specialize in architecture-themed sets, it offers various sets that include famous buildings, such as the Eiffel Tower and the Tokyo Tower.

  • Mega Construx: Mega Construx is a Canadian construction toy brand that offers building sets for a variety of themes, including architecture. The brand's architecture sets include famous landmarks such as the Empire State Building and the Louvre Pyramid.

  • Wange: Wange is a Chinese construction toy brand that specializes in creating sets of famous buildings and structures from around the world. The brand's sets include famous landmarks such as the Burj Khalifa and the Taj Mahal.

  • Cobi: Cobi is a Polish construction toy brand that offers building sets for various themes, including architecture. The brand's architecture sets include famous landmarks such as the Colosseum and the Tower Bridge.

Brand Promise (Consumer Benefit)

  • The LEGO Architecture brand promises to provide an accurate, high-quality building experience that combines the worlds of architecture and LEGO building. LEGO Architecture sets are designed to offer a fun and engaging way for fans of both architecture and LEGO to explore the history and culture behind some of the world's most famous buildings and structures.

Reason Why (Reasons to believe the promise made)

  • Lego Architecture is the Brand that acknowledges those individuals who hold in high regard the pursuit of knowledge as well as a creative and design-oriented spirit.