Creative Brief
La-Z Boy Opportunity: La-Z-Boy has decided to release the ultimate gaming chair. This chair will launch on September 12, National Video Games Day. The product is targeted towards Gen Z and Alpha gaming enthusiasts. To launch this chair, La-Z-Boy has partnered with League of Legends esports player, Faker.
Who is the target audience? Why?
The primary and target audience is Gen Z and young Millennials (ages 16-30) who are deeply engaged in gaming culture, from novice to competitive enthusiast.
This audience values:
- Performance and immersion in a gaming setup
- Aesthetic and curated living spaces
- Products that align with their identity and lifestyle
The target audience is primarily college students and early-career professionals within the Gen-Z audience. There will also be a focus on schools that have E-Sports clubs or have E-Sports as a major/minor. This will allow for the organic spread of La-Z boy first from expert gamers and then saturate the novice gamer space.
Where will this ad appear (ie. OOH, online, print media)? Why?
This campaign will launch on National Video Game Day, on September 12th, across a multi-platform strategy for out-of-home ads, high-impact placements in gaming in urban hubs such as Los Angeles, New York, Chicago, Boston, and Charlotte. All places where young professionals are moving to in large quantities.
Los Angeles- This ad will appear in Venice, Studio City, Culver City, and Silver Lake. In this location, the OOH ads will be Billboards and in the form of posters, specifically those hanging up on walls showcasing a new company or product. Adults aged 25–34 make up 18% of the city’s population, with an additional 9% aged 18-24. Chicago is a top destination for young professionals, ranking No. 2 in the nation for Gen Z net migration
New York- In New York, this ad will appear on bus shelters and posters around the state, working at targeting those Gen-Zers who are transitioning into post-graduate life. 23.4% of New York City’s population is between 20 and 34 years old
Chicago- In Chicago, the OOH ads will be showcased in bus shleters in billboards in the downtown Loop. Google and Salesforce are housed in the downtown area, making it the primary advertising real estate.
Boston- In Boston, the ads will again be focused more on bus shelters and posters along routes in the downtown area. 34% of Boston’s population consists of young adults aged 20 to 34
Charlotte- OOH ads will be in the form of billboards and bus shelters. They will be housed in Uptown Charlotte, which is the downtown area where young people are typically housed. Charlotte’s metro area is among the top 10 for population growth, largely driven by incoming young professionals
What is the goal? (ie. increase awareness, sell products, improve image?)
- Reposition La-Z-Boy as culturally relevant among younger audiences
- Drive awareness and demand for the new gaming chair
- Establish the brand as a credible player in the gaming and performance space
Billboard in Major Cities: BOSTON • CHICAGO • NEW YORK • CHARLOTTE • LOS ANGELES
Bus Shelter
Poster in Major Cities
This is a project not affiliated with La-Z Boy