Creative Brief 🎮
Target Audience
The target audience is Gen Z and Gen Alpha gaming enthusiasts (approximately ages 13–24) who regularly play competitive multiplayer games and follow esports culture. Many players in this demographic actively participate in competitive and collaborative online matches and watch streamers and or professional competitions, such as Faker. Younger audiences represent one of the most active gaming demographics, according to the Entertainment Software Association’s Essential Facts report. Highly engaged gamers express more interest in optimizing their set-up, and often spend extended periods seated while playing, meaning comfort and ergonomic support are vital for the gaming experience.
Where will this ad appear
The advertisement will appear across a plethora of platforms, including digital, such as gaming-related Twitch, YouTube, and TikTok advertisements, as well as esports broadcast streams, in addition to physical OOH advertisements in high-traffic areas and physical publications related to gaming and gaming equipment.
Goal
The goal is to increase awareness and desirability of a La-Z-Boy gaming chair among younger gaming audiences by positioning the brand within younger generations and esports culture.
Current Perception vs Desired Perception
Currently, La-Z-Boy is primarily associated with traditional recliners and older consumers. The campaign aims to reposition the brand as relevant to modern gaming culture, highlighting comfort as a performance advantage during extended gaming sessions.
Why do we need this ad
As Esports and digital gaming continue to rapidly expand, there are more opportunities for traditional brands to break into digital communities. For La-Z-Boy, entering the gaming space is strategically important because the brand is traditionally associated with older consumers and living-room furniture. Introducing a gaming-focused product, in partnership with one of the greatest players in the world, allows La-Z-Boy to connect with younger audiences earlier in their consumer lifecycle and reposition its reputation around comfort and performance to meet modern needs. By aligning with esports culture and competitive gaming communities, the campaign can help expand brand relevance while reinforcing the company’s core identity as a leader in comfort during long seated experiences.
Tagline and Physical Placements
Tagline: Comfort that Carries
Placement: Back-cover full-page advertisement in PC Gamer.
Rationale:
PC Gamer is a leading publication focused specifically on video games, gaming hardware and PC gaming culture. Its readership consists of highly engaged gamers under 34 years old who regularly invest in gaming equipment, including gaming chairs. Placing the advertisement on the back cover generates visibility while positioning the product within an environment where readers are already thinking about improving their gaming performance and equipment. This placement aligns the product with the broader space of gaming hardware and accessories, as well as introduces La-Z-Boy as a leader in the gaming-performance industry.
Out-of-Home
Placement: Digital billboards will be placed near major esports venues in cities that have hosted significant League of Legends competitions. Key locations include areas surrounding Crypto.com Arena and the nearby LCS Arena in Los Angeles, the United Center in Chicago, and digital billboard corridors near Chase Center in San Francisco.
Rationale:
These locations have hosted major esports tournaments and League of Legends competitions, attracting large audiences of dedicated gaming fans. Riot Games (League of Legends parent company) is headquartered in Los Angeles, making it a central hub for professional video game events. Additionally, it’s a very car-dependent city, so strategic placements near the 10 freeway will generate lots of visibility. Chicago and San Francisco have also hosted large-scale esports championship events in major arenas, demonstrating that the digital game has a strong in-person component for spectators. Placing billboards near these venues ensures the campaign reaches highly engaged gaming audiences attending esports competitions, while also generating additional exposure through social media as fans traveling to events share their experiences online.
Strategy Note
The tagline “Comfort That Carries” is inspired by the culture of competitive gaming, where “carry” refers to a player who leads a team to victory through skill and endurance. In games such as League of Legends, players often participate in long matches that require sustained concentration and performance. Matches in the game typically last around 30 minutes on average, and serious players participate in multiple matches a day, according to Inven Global. The tagline links physical comfort to in-game success, suggesting that a supportive gaming chair helps players maintain focus during extended sessions. The phrasing is short, memorable, and utilizes gaming-specific lingo (not just in League of Legends), making it recognizable for Gen Alpha through Millennials. At the same time, it emphasizes what the brand is best known for, allowing the campaign to introduce the brand to gaming culture while reinforcing its core association with comfort and long-term seated experiences.