WHO?
Demographics
- Primary Audience: Young adults in the 18–34 age range, Teens in the 12–17 age group.
- Secondary Audience: Older Millennials and Gen X, aged 35–50. This is the financially crucial bracket, holding the primary purchasing power.
Psychographics & Behavior
- The Core Enthusiasts : These groups are deeply into the gaming culture. They are exclusively PC gamers whose media consumption heavily revolves around watching live streams and professional esports tournaments on platforms like Twitch and YouTube.
- The Premium Buyers (Secondary Audience): This older demographic has a dual motivation. They are either established gamers themselves looking for premium upgrades for their own setups, or they are the parents facilitating the lifestyle for their teens by purchasing high-end gear.
This will be a campaign heavily concentrated where gamers spend their time. Video spots will run as pre-roll and mid-roll ads on Twitch and YouTube (specifically targeting gaming and esports streams). Static ads will be live on Instagram, TikTok, and X. Additionally, we will use strategic out of home placements through billboards, bus shelter ads and event collaborations. Upcoming major gaming events near major esports arenas and around events like Wonder-con and Youtube Summer Game fest and tech to gain as many impressions as possible.
WHERE?
GOAL
The primary goal is brand repositioning. By aligning with Faker (aka the demon king) we are modernizing La-Z-Boy’s reputation for the current generation. The secondary goal is to leverage cultural relevance thereby increasing chair sales by emphasizing its tangible benefits such as endurance and comfort.
Currently, La-Z-Boy is perceived as the classic “grandpa chair”, strictly meant for the living room. The desired perception is that La-Z-Boy creates the “ultimate throne” for high-performance gamers. We want gamers to view the brand as an edgy and premium where intense gameplay meets unmatched ergonomic support.
CURRENT VS DESIRED BRAND PERCEPTION
WHY?
The gaming furniture market is highly lucrative but saturated with stiff, neon “racing-style” chairs that look cool but lack comfort and longevity. La-Z-Boy needs this ad to disrupt the market, grab attention, and gain market share from established gaming brands like Secretlab. We need to boldly announce our entry into this space and prove to gamers that they no longer have to sacrifice physical comfort for an elite-tier aesthetic.
CONTENTS OF THIS WEBPAGE IS NOT OWNED BY LA-Z-BOY