Fan Tested

Maple Leafs

Awareness

Consideration

Favourability

Drive to Retail

Organic Social

OLV

Signage

Broadcast/TVC

To strengthen awareness and showcase furniture in a fan-first way, Leon’s partnered with the Toronto Maple Leafs and Raptors to launch “Fan Tested.” The campaign featured Carlton and the Raptor visiting fans’ homes to evaluate Leon’s furniture in real game-day settings. Through a humorous broadcast spot and cutdowns across digital and in-arena channels, the program brought the “Up Your Home Game” message to life while driving engagement and consideration for Leon’s across retail touchpoints.

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THE PROBLEM

Fans weren't aware that Leon's is a partner of the Leafs and Raptors.

THE ASK

Develop a multi-channel campaign that builds awareness and drives engagement for Leon’s partnership with the Leafs and Raptors, while ensuring Leon’s furniture is highlighted as an essential part of the gameday experience.

CREATIVE INSIGHT

Watching the game at home should be just as exciting as watching it in the arena – but many fans settle for poor viewing / furniture setups.

THE IDEA

Leon's Fan Tested: A content series where Carlton and the Raptor observed fans watching the game at home, while they used different pieces of furniture from Leon's demonstrating that the home furnishings are "Fan Tested."