For La-Z-Boy, we wanted to increase top-of-mind awareness and increase consideration for La-Z-Boy and the La-Z-Boy Furniture Galleries. We also wanted to increase La-Z-Boy’s relevance among people in the market for furniture – driving home the point that La-Z-Boy makes more than the iconic recliner that most people associate the brand with – but can furnish the whole home.
To achieve this, we explored the ever-growing world of home improvement programs, and secured a partnership with Extreme Makeover: Home Edition for its return to television on HGTV. The combination of this storied program and popular network gave La-Z-Boy the rare chance to integrate with an established franchise loved by fans of all ages.
Working with Extreme Makeover: Home Edition allowed La-Z-Boy to highlight the wide range of home good products, from case goods to upholstered sofas. The partnership also allowed the brand to play a hero role in a heart-felt show dedicated to helping deserving families in need of home restoration.
La-Z-Boy sought out to fully furnish the homes of two different families with very unique needs. We created brand-owned moments in each episode showing the range of quality furniture and the breadth of offerings that La-Z-Boy has for a whole home. All while surprising and delighting the receiving families.
In addition to brand placement in show, we also created custom vignettes for each episode, sharing key moments and improvements made possible by La-Z-Boy in co-promotional ad units. A custom landing page on La-Z-Boy.com allows viewers to shop and order the look of each episode for their own homes. In-store co-branded signage furthered the connection for those shopping at the La-Z-Boy Furniture Galleries.
The return season debut did not disappoint. 3.6 million viewers tuned in for the Extreme Makeover, Home Edition premiere on 2/16/2020, exceeding prior 6 week average viewership by +71%. This cemented the show as the #1 Cable Entertainment Program in Time Period among Composite and Upscale AW25-54/35-64/18-49 on that day.
La-Z-Boy episodes, air on 3/1 and 3/22 respectfully, with vignettes launching within the episode itself.