歡迎大人：探討樂高廣告的故事性成效

Adults Welcome: Exploring Storytelling Effectiveness in Lego Ads

湛凱婷(Kai-Ting Chan)

指導教授 ： 堯里昂

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2024年)

https://doi.org/10.6342/NTU202404749

摘要

none

關鍵字

Lego ； Social Media Content Marketing ； Storytelling Advertisement ； Transportation Theory ； Brand Experience

並列摘要

Traditionally, the toy brick market targets younger consumers. However, the Danish company Lego Group has expanded its target consumers to adults. It found considerable success as Lego sets designed for adults “Adults Welcome” increased yearly. It is insightful to analyze how Lego Group expands its consumer segmentation. This case study aims to understand the effectiveness of Lego’s short advertising videos targeting adults. Drawing from transportation theory and the Transportation-Imagery Model (TIM), the study modified TIM to fit into the context of Lego video ads. The modified model identified three storytelling elements: narrative ad structure, identifiable characters, and imaginable plot. How these three antecedents affect narrative transportation, in turn, affects Lego’s brand experience. The study used mixed method research: the quantitative part deployed PLS-SEM to analyze 141 questionnaire responses; the qualitative part was done by conducting interviews with seven interviewees. Of the three antecedents, narrative transportation had the strongest relationship with identifiable characters while the weakest with narrative ad structure. Narrative transportation also had a strong relationship with brand experience. From there, the research suggested five points for Lego to explore further: 1) Instead of structuring Lego ads as stories, the flow is more important. 2) Besides identifiable characters, the ads could focus on creating relatable situations and actions by the characters. 3) Display complete Lego sets in the ads could stimulate users’ senses and eagerness. 4) Lego could consider incorporating other Lego products in their ads. 5) Lego could create ad stories based on product themes.

並列關鍵字

Lego ； Social Media Content Marketing ； Storytelling Advertisement ； Transportation Theory ； Brand Experience

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