- La-Z-Boy launched a recent marketing platform, “Long Live The Lazy,” to reclaim the term “lazy,” in line with a press release. A national ad campaign will begin airing this week across broadcast, digital, streaming, social media and mobile gaming.
- Additionally, the furniture brand has created a prototype model called The Decliner, a synthetic intelligence-powered recliner that generates a cancellation excuse via SMS by pulling its handle. La-Z-Boy will make three Decliners available via an internet and social media contest.
- The marketing platform will feature the primary take a look at a modernized brand identity, bringing La-Z-Boy according to an industry-wide trend that sees marketers updating their brands for brand spanking new and evolving consumers.
La-Z-Boy’s recent marketing platform and national ad campaign aim to reclaim “lazy” and empower consumers to embrace what it calls the “transformational power of comfort.” The shift in focus and tone comes as consumers’ post-pandemic normals have evolved to incorporate more self-care and leisure, especially amid a fraught socioeconomic climate and a bunch of global crises.
“Our ‘Long Live the Lazy’ platform reflects the truth that everybody occasionally needs the time and space to power down, kick up their feet and make comfort their top priority,” said Christy Hoskins, vp and CMO at La-Z-Boy, in an announcement.
https://www.youtube.com/watch?v=R5GG-XoWfz8
The campaign centers on “We The Lazy,” a 30-second spot that mimics direct-to-camera political ads. The creative focuses on a various set of consumers, each with their very own concerns and challenges, who’re standing up for his or her right to be lazy by sitting down and reclining back. The effort seeks to succeed in a broader set of consumers and sees the brand showing up in recent channels, including sports networks, streaming music and mobile gaming, Hoskins explained.
In addition to the spot, La-Z-Boy will give away three of its The Decliner prototypes, which use AI to generate a cancellation excuse — a video spot features “I’m helping the neighbor look for his or her runaway llama” — that’s delivered through text. Consumers can enter to win a Decliner by sending in creative cancellation excuses through TheDecliner.com, tagging the brand and including the hashtags #LongLiveTheLazy and #contest on Facebook, Twitter, Instagram or TikTok, or by posting on the brand’s social media posts through Sept. 11.
The platform also entails a refresh that spans recent branding elements that were designed to convey comfort and the brand’s iconic furniture. The marketing world has been awash with similar revamps this 12 months as marketers look to have interaction with recent and evolving consumer groups. “Long Live the Lazy” was developed by ad agency RPA, while The Decliner and branding refresh were developed by creative agency Colle McVoy and its boutique public relations and design agencies, Exponent and 10 Thousand Design.
Read the complete article here
