Creating Profit
The core message of this campaign is to make someone want to buy the trolls film and the trolls merchandise therefore creating profit. This is done through a range of products such as the film, the makeup, the happy meal toys and the trolls Build A Bears. These Another core message of the trolls campaign is to tell children that anything can be sorted if they put their minds to it and are positive. These products connote happiness and denote colour which attract the attention of children of both genders who are the target audience. The children will be interested in Films, Tv and toys which means they will ask their parents to buy the products.The campaign started on the 29th June 2016 and ended on 21st October 2016 when the film was released. The main slogan is 'Find Your Happy Place' which is shown in the video between 1.25 and 1.35. The main endorsements of Trolls are Anna Kendrick, Justin Timberlake, Russell Brand, Gwen Stefani, James Corden and Zooey Deschanel. The different characters are aimed at different types of people which is an ethical issue the company have to consider.. For example there is the character of the happy princess which is shown at 19 seconds in the trailer and the sad average troll which is shown at 4 seconds which represents the different classes in society. The trailer was released 4 months prior to the film being released so it was viewed thousands of times which made children ask to go see it and everyone know the name and what the film was about. The campaign uses a range of platforms such as social media to catch parents attention and the use of happy meals to entice children and make them remember when the film is out. The legal issues that they would have to consider would be the Copyright, Designs and Patents Act because it protects the films format. They would also need to consider the intellectual property act which protects the creators idea's.
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