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CONTEXT: La-Z-Boy has been a household staple since 1927, but its cultural relevance in the home has started to slip. Sales are declining, and social media hasn’t helped evolve its image for a new generation. To reignite excitement, La-Z-Boy needs to tap into a moment people already care deeply about—like the LA28 Olympics.
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5-SECOND VERSION: La-Z-Boy has always been where people sit to watch what matters. From movies to major sporting events, it lives at the center of the living room experience. And when it comes to sports, fans don’t just watch, they prepare, ritualize, and feel every moment. Being a fan is a full body experience. So while Olympians compete on the world stage, La-Z-Boy celebrates the ones going all in from their seats at home.
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MY TWO CENTS: The most interesting tension here is that September is the biggest birthday month of the year, yet it doesn’t feel like it. The opportunity wasn’t to create a new reason to celebrate, but to reveal one that’s already there.
[BACKGROUND]
As a household staple, La-Z-Boy has been supporting loungers for decades. Those who are watching TV after a long day of work or fans who are rooting for their team.
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But sales have been slipping. La-Z-Boy has seen a 4% decrease in store sales and a 14% decrease in sales of it's Joybird brand. Consumers online aren't happy with La-Z-Boy recliners
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"I wanted one so bad for myself when I got a house. Then I started shopping around and they all just looked like shit or overly complicated and prone to damage."
-r/BuyItForLife
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THE BRAND'S ASK: attach La-Z-Boy to the Summer LA28 Olympics to bring relevance and reliability back to the brand.
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Where are the overlaps between La-Z-Boy recliners and Olympic fandom?
[RESEARCH METHODOLOGIES]
Social Listening
Analyzed Reddit, Tiktok, and Instagram to see current sentiments about the La-Z-Boy brand
MRI Simmons
Created look-a-like audiences for La-Z-Boy consumers to see the type of content they consume
Secondary Research
Found statistics that support how intense sports and olympic fandoms are
[THE WORK]
The Olympics are a moment of pride for fans
72%
of Americans say the Olympics brings their country together
78%
of Americans say the Olympics makes them proud of their country
Fans always show up for the games, whether they actually make it to the games, or stumble upon something they may not have cared about watching before.
[INSIGHT]
Being a fan is a full body experience
Fans feel every emotion, from winning
La-Z-Boy needs to go back to what made them great in the first place
Comfort that brings people together
[STRATEGY]
La-Z-Boy celebrates every type of olympian, even the ones watching at home
[CREATIVE CONCEPT]
Supporting the Best of the Best
[DELIVERABLES]
30-second spots
Social Activation
Win tickets to the La-Z-Lounge
