click to edit master title style - wikileaks.org i l m s/angry bird… · click to edit master...

Click to edit Master title style

• Click to edit Master text styles

– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 1 1



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 2 2

Determine the overall health and essence of the Angry Birds brand in the UK, Germany, South Korea, Mexico and Russia

Identify core fans of the brand across the territories

Evaluate the international assets and challenges of the brand

Gauge key drivers and holdbacks in a potential Angry Birds film across the territories



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 3 3

Quantitative online survey among general moviegoers ages 7-49 2,600 interviews in 5 countries including 600 interviews among kids 7-12

Fieldwork conducted November 2013

n=520

n=520 n=520 n=520

n=520



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 4 4

Angry Birds has a

universal brand

essence

Across territories, Angry Birds has a consistent brand

identity. The franchise stands for fun gameplay and funny

characters that appeal to all ages. 2

Enthusiasm for the

game is leveling off

Though moviegoers across territories are still actively playing the game, many say they are not playing as much as they used to. Excitement is still strong but has waned

most prominently in South Korea and Germany. 3

Lack of story limits

big screen appeal

Moviegoers struggle to imagine how the game could be

turned into a movie. Creating a compelling storyline and

theatrical visual effects will be essential for generating

big screen appeal.

4

Family audiences

are the core base

for the movie

Though the game appeals to all ages, interest in a film adaptation across territories skews family, with boys 7-12

the most enthused about the movie. 5

Angry Birds has

strong international

brand awareness

At least 3 in 4 moviegoers across the five territories are familiar with the brand. Players spans across ages, yet

the core fans are boys and parents. International awareness and fanship profiles are most similar to LEGO.

1



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 5 5



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 6 6

94

76 73

85 86

94

77 75

84 85

97

74 70

91 91 93

75

67

86 88

74

56

64 65

73 73

57

65 66 71

76

54 56

73 76 75

52

62 64

76

The Angry Birds brand has a strong international presence, generating high

awareness and playership across all five territories tested. Players span

across ages, with over 50% of general moviegoers, parents and kids saying

they have played an Angry Birds game.

Germany UK Mexico South Korea Russia

Generals Parents All Kids % Aware

Generals Parents All Kids % Have played

the game

Despite high awareness for the brand, moviegoers in

Germany are least likely to play the game.



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 7 7

75 73 58 54 53

73 69 55

47 48

88 78 72

63 64 83 83

64 72 66

Mexico Russia UK Germany South Korea

All Generals Parents Kids

2.94 3.7 1.68 1.47 1.98 Avg. # of

hours played

per week

Across markets, kids and parents are more likely to play weekly

than general moviegoers. Gameplay is highest in Mexico and Russia

with ¾ of moviegoers saying they play at least once a week.

% Play at least once a week

63%

Moviegoers in Mexico and Russia also average the most hours

of gameplay each week.

(Among Players)

Of those who

play Angry Birds

do so at least

once a week



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 8 8

16

28

32

33

35

59

The majority of moviegoers across territories play the original Angry Birds

app. Players in Mexico and Russia are most likely to play the newer versions

of the games, especially Rio and Space.

Across All Territories

% Saying which apps they’ve played (Among Awares)

45% 48%

43% 47%

42% 43%

The majority of players

across territories play

the free apps

Free App Paid App

85%

15%

(Among Players)



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 9 9

66

LEGO 61

Monopoly 51

The Sims 43

Candy Crush 38

Pokémon 38

Hello Kitty 36

Family Guy 30

Temple Run 29

Ben 10 27

LEGO 63

Monopoly 55

45

Pokémon 41

The Sims 39

Hello Kitty 33

Fruit Ninja 23

Candy Crush 21

Temple Run 21

Farmville 18

61

LEGO 56

Hello Kitty 56

Pokémon 47

The Sims 17

Monopoly 13

Monster High 10

Fruit Ninja 9

Temple Run 8

Candy Crush 7

LEGO 73

53

The Sims 35

Pokémon 33

Hello Kitty 30

Monopoly 25

Monster High 23

Fruit Ninja 21

Ben 10 14

Family Guy 14

65

LEGO 49

Hello Kitty 41

Pokémon 36

Monopoly 36

Phineas and Ferb 34

Ben 10 33

Monster High 32

Candy Crush 27

The Sims 18

In each of the five territories, Angry Birds is in the top three franchises for

product purchases, ranking similarly to LEGO. Brand ownership is particularly

strong in the UK, South Korea and Mexico.

UK DE RU KR MX

Top 10 Franchises

% Saying they own/have purchased products* from the franchise

*Products include: apps, dolls, figures, books, games, etc.



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 10 10

11

20

22

26

34

37

48

37

44

36

52

32

40

31

30

Play More Play the Same Amount Play Less

The majority of moviegoers say they are still playing the game as much as

they used to. However, in most territories moviegoers are more likely to say

they are playing less than more.

Q. Do you play Angry Birds more, less or the same amount as you used to?

German and Korean moviegoers are the most likely to day they are

playing the Angry Birds games less than they used to.



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 11 11

0

5

10

15

20

25

30

35

40

45

7-9 10-12 13-17 18-24 25-34 35-49

Male

Female

Parents

Despite the broad audience for the game, as seen in the US study, the core fans

of the brand are kids, especially boys 7-12. Fanship drops off between ages 13-24

and then picks up among older moviegoers 25-34, particularly among parents.

% Saying they are “big fans” of Angry Birds

International Fanship



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 12 12



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 13 13

Angry Birds as a brand means the same thing to people across the

markets tested. In each territory, the brand stands for fun, funny

gameplay centered around the iconic, brightly animated birds.

One Word Associations



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 14 14

The Red Bird is the international icon for

the brand with 53% of moviegoers overall

saying he is their favorite bird.

Players also appreciate diversity of birds the game

has to offer. The #1 interest driver in the game is the

variety of birds and their abilities.

After the red bird, players also like:

% saying it’s their favorite bird (Across All Five Territories)



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 15 15

Appeals to both

kids and adults

Funny

Childish

Action-packed

Angry Birds is

viewed as a funny

and broad appealing

brand, but lacks an

action-packed feel.



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 16 16

Compared to the 14 other franchises, Angry Birds is defined as:

(45)

(44)

Popular

(31)

(23)

(43)

Fun

(49)

(41)

(34)

(30)

(23)

Funny

(47)

(40)

(25)

(12)

(10)

Appeals to

Kids & Adults

(45)

(36)

(12)

(25)

(15)

(41)



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 17 17

Compared to the 14 other franchises, Angry Birds performs weaker on:

Had Good Stories

(34)

(29)

(10)

(6)

(5)

Imaginative

(42)

(28)

(16)

(15)

(23)



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 18 18



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 19 19

Evaluated Angry Birds and 14 Other Comparable

Entertainment Brands:

Aware Popularity “Big Fan”

More Popular in

Two Years Power

Would make a

good big screen

movie

Definite Interest

in a New Movie



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 20 20

Expanding

Niche Stagnant

Established



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 21 21

Pow

er

Popularity

Expanding

Niche Stagnant

Established



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 22 22

Pow

er

Popularity

Expanding

Niche Stagnant

Established



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 23 23

Pow

er

Popularity

Expanding

Niche Stagnant

Established



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 24 24

Pow

er

Popularity

Expanding

Niche Stagnant

Established

Strongest position

for Angry Birds

across all territories



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 25 25

Pow

er

Popularity

Expanding

Niche Stagnant

Established

South Korea is the

only territory where

the brand is stagnant



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 26 26

Family Guy 83

Monster High 72

Pokémon 72

Ben 10 68

Phineas & Ferb 63

LEGO 62

The Sims 50

50

Hello Kitty 49

Temple Run 41

Family Guy 68

Pokémon 66

Monster High 63

Phineas & Ferb 62

LEGO 59

Ben 10 55

The Sims 51

43

Hello Kitty 38

Temple Run 32

Pokémon 81

Ben 10 66

Monster High 65

The Sims 62

LEGO 61

59

Fruit Ninja 56

Monopoly 49

Temple Run 47

Hello Kitty 43

Monster High 81

Phineas & Ferb 77

Family Guy 73

Ben 10 68

LEGO 60

The Sims 59

59

Pokémon 56

Hello Kitty 46

Monopoly 39

Phineas & Ferb 82

Pokémon 75

Ben 10 75

Monster High 74

LEGO 68

Family Guy 66

65

Hello Kitty 57

The Sims 48

Monopoly 28

Similar to findings in the US, though moviegoers love playing the game, they

struggle to imagine how its simple premise could be turned into a full-length film.

UK DE RU KR MX

Top 10 Franchises

% Saying the franchise would make a good big screen movie (Among Awares)

It is not something

that can carry a

movie, a few

animated shorts at

best. [M25-34]

Who needs a Angry

Birds movie? can not

really imagine what

this movie should

include [F13-17]

I don’t understand

what there is to be a

plot. I doubt that this

film will be complex.

[M13-17]

There’s not a story

[M25-34]

It does not seem to

have a plot that is

complex enough to it

develop a story for

film [F25-34]



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 27 27



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 28 28

29

40

28 22

37

19

29

48 41

63

40 34

All Boys 7-12

Girls 7-12

Males <25

Males 25+

Females <25

Females 25+

Dad* Mom* Big Fans Top 2 Box Fans

Players

% Definitely Interested

After watching a short animated clip, moviegoers rated their interest in

seeing an Angry Birds film. As seen in the US study, parents and kids

(especially dads and boys) emerge as the core audience for the film

across all five territories.

Though Angry Birds players span across ages and genders, the audience for a movie

based on Angry Birds is mostly limited to fans of the brand: boys and parents.

Definite Interest Post-Video Across All Five Territories

*Parent interest in taking child



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 29 29

Lacks a Compelling

Story

Too Childish/

Silly

Too Violent/

Dark

Moviegoers, especially in

Germany, feel the

premise of the game is

too simple to make a

compelling full-length

feature.

56% of general

moviegoers 13-24 across

the five territories say

the movie is mostly for

children. Qualitatively,

many reveal that the

kiddie tone is a turnoff.

Some parents are turned

off by the violent themes

of the birds seeking

revenge against the

piggies and are

concerned the movie will

be too dark for their

kids.

I do not think you could

make a good movie from

such a simple game

[F18-24]

I would be bored because

it's more for children.

[F25-34]

The trailer was quite

horrible for kids to watch.

Too much violence.

[Mom]



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 30 30

KEEP THE FAMILIAR BASIC PREMISE

All of the same beloved characters; Birds vs. pigs plot

ADD MORE BACKSTORY AND A BIGGER CONFLICT

Why did the pigs start stealing the eggs?

When the pigs take over the world, can the birds save the day?

PROVIDE FAMILY-FRIENDLY HUMOR

The sense of humor comes from the different personalities and antics of the birds.

Moviegoers are looking for a comedy style similar to that of Despicable Me—slapstick

humor that balances out the violent themes and keeps the tone family-friendly.

DELIVER HIGH-STAKES ACTION AND VISUAL EFFECTS

High speed flight and immersive action brings the gaming experience to life

The same action as in

the games. The pigs

steal the eggs of birds,

and this they try to

bring back. [M18-24]

It should go into the

back story of birds vs.

pigs and flesh out the

individual characters

and personalities of the

birds. [F18-24]

Across the five territories, moviegoers expect an Angry Birds film to:

I want to see the rescue

angry birds go through

a series of amazing

adventures full of

action. [M25-34]

The film is fun and

funny. It will lift your

spirits for both children

and adults. [F13-17]



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 31 31

Moviegoers prefer to see an Angry Birds film that has a similar

aesthetic to the game and want the movie to be all computer

animated as opposed a mix of animation and live action.

50

57

63

66

67

50

43

37

34

33

All Computer

Animation

Mix of Live Action

and Animation

86%

14%

The majority of

moviegoers want to see

the film in 3D, especially

family audiences

75%

25%

63%

37%

60%

40%

60%

40%

I would not want to

see humans, only

animals, not humans

mixed with animation.

[M7-9]

I don’t want to see real

people in it like the

Smurfs. [M18-24]

DE UK MX KR RU

3D Not 3D



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 32 32

Keep Focus on the Core- Create an international campaign that targets the brand’s fanbase: kids (especially boys) and parents. Don’t overly focus on general moviegoers 13-24—just because they play the game doesn’t mean they are engaged enough with the brand itself to be interested in an animated film version.

Start Defining the Characters- In order to boost interest in the film, moviegoers need to have an affinity for the individual characters of the game and be engaged with their storylines. Leveraging material from existing franchise elements (i.e. “Angry Birds Toons”), flesh out each character’s identity, role, personality, voice, humor, etc.

Create a Theater-worthy Visual Experience- Because fans are used to actively interacting with the brand and controlling the action of the game, the theatrical experience must also be very visceral—the 3D animation needs to put audiences in flight with the birds.

Use LEGO as an Example– Angry Birds has a lot in common with LEGO in terms of international brand affinity/fanbase and lack of a developed story that could be translated into a movie. With the LEGO movie slated to be released in international territories by April 2014, its campaign will prove to be a strong barometer for the Angry Birds campaign. Learn from its successes and failures.



– Second level

• Third level

– Fourth level

» Fifth level

11/26/2013 33 33

MX

click to edit master title style - wikileaks.org i l m s/angry bird… · click to edit master...

Documents