A CASE FOR CHARACTERS

HOW FICTIONAL CHARACTERS ARE UNDER-UTILISED IN ADVERTISING

If you’re watching an advertisement in the UK, you’re 13.4 times less likely to see an appearance by a fictional character than a celebrity, sports star or musician.

Why is that the case, when the UK public say that characters are what they most like to see in advertising? This paper addresses that ‘why’ as well as proving just how effective fictional characters can be for brands to engage and connect with their audiences.

In this groundbreaking paper, Born Licensing’s extensive research proves beyond a shadow of a doubt that fictional characters are significantly under-utilised in advertising campaigns — and, more importantly, that fictional characters can be incredibly effective tools for brands.

Using market research, as well as qualitative and quantitative research techniques, this eye-opening paper dives deep into the reasons why fictional characters are so under-utilised, their power compared to the use of celebrities, sports stars and musicians, and what needs to change in order for advertising agencies and brands to fully harness the effectiveness of fictional characters in campaigns.

As of 2021, Born Licensing is the only licensing agent in the world solely focused on the licensing of characters in advertising. We live and breathe licensing characters, clips and other entertainment IP, working with creative agencies and brands to facilitate advertising that works.