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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
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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
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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
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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.
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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
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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)
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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.
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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.
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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
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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
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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)
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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.
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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)
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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)
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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
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Expanding
Niche Stagnant
Established
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Pow
er
Popularity
Expanding
Niche Stagnant
Established
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Pow
er
Popularity
Expanding
Niche Stagnant
Established
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Pow
er
Popularity
Expanding
Niche Stagnant
Established
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Pow
er
Popularity
Expanding
Niche Stagnant
Established
Strongest position
for Angry Birds
across all territories
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Pow
er
Popularity
Expanding
Niche Stagnant
Established
South Korea is the
only territory where
the brand is stagnant
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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]
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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
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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]
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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]
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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
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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.
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MX
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