Fastest way to improve an advert? Make it out of Lego.
Some people have too much time on their hands- some lucky sorts at YouGov have been busy playing with toys doing important research work into how to improve adverts. They have recreated four recent adverts using Lego characters to see whether this improves the ad. No- brainer, surely?
The four companies involved were BT, Confused.com, Premier Inn and the British Heart Foundation. And yes, you have seen the BHF ad- the one with Vinnie Jones doing CPR to the Bee Gees.
Respondents were hugely positive about the Lego ads, with around 60% saying they stood out and were more memorable than usual ads. A massive 73% declared that more brands should think of creative ways to advertise. In all cases, using Lego minifigures improved brand sentiment towards the ad. For example, when considering the BHF ad, 15% of respondents said the original ad made them feel a lot more positive about the brand but this more than doubled to 33% when considering the Lego ad.
The BHF ad was most popular overall, in both original and Lego versions, but the original showed better recall among respondents, with 86% for the original and 32% for the Lego one. The Premier Inn advert came second, showing what YouGov describe as “the impact of celebrities.” Vinnie Jones we’ll give you, but does Lenny Henry really still count as a celebrity?
But while we might enjoy Lego ads, and appreciate the creativity, it’s still not the answer to the Holy Grail of social media marketing. When asked whether they would share the Lego ad on social media, hoping for the next big viral Thing, results were emphatically inconclusive. Almost the same proportions said they would (34%) or would not (31%) share the ad, and the other 35% shrugged and said they had no strong feelings on the matter.
Still, perhaps if Paddy Power had used a Lego figure everything would have been different