One year to the day since launching Long Live the Lazy鈩, 91视频 and La-Z-Boy are keeping the don鈥檛-movement moving. After a successful launch last year, La-Z-Boy wanted to continue building equity in #NationalLazyDay and make it a holiday where we all celebrate the day by doing nothing but relaxing on the most comfortable furniture ever made.
The campaign explores all the hard work people have done to earn their lazy time and why we鈥檙e proud to 鈥渟upport鈥 them with our 鈥渟upportive鈥 cushioning. The campaign launched on National Lazy Day, but will continue to air throughout the year to ensure everyone makes time for rest, comfort and relaxation.
鈥
鈥
Throughout the campaign, we continued to champion comfort. Not only in our messaging, but also in where we showed up. We integrated ourselves into the channels people use during their lazy time.
鈥
But this year, our strategy evolved from broad-reaching placements to focusing on select, high-performing partnerships and targeted takeovers, specifically designed for our key audience.
So, whether they鈥檙e bopping to their favorite playlist or podcast, watching their favorite movies, scrolling for exciting sports updates, or tackling the New York Times' Wordle puzzles鈥攚e鈥檝e ensured that making time for lazy time stays top of mind.
Key takeovers this year include ESPN, YouTube, Meta, Wordle, and iHeart鈥檚 Health and Relationship podcasts. We鈥檝e even added an element of surprise and delight with a highly customized Amazon sponsorship across Fire TV, Amazon Music, and Alexa, where users can interact with our ads to not only discover their next must-watch movie but also earn a $5 Prime Video credit.
91视频 platform efforts this year are also expanding by amplifying brand presence around key promotional periods and intensifying our focus on more qualified Confidently Comfortable targeting across both high-level awareness channels and throughout the consumer journey. By balancing a qualified audience with actionable brand moments, our call to inaction will continue to resonate in the right places, delivering empowering relaxation messages that bring comfort directly to their door.
After all the work that went into the launch of the campaign, we鈥檒l definitely be taking time to relax and recharge in our La-Z-Boy庐 Recliners.
鈥
