The Groupon push runs throughout the remainder of the year. The pilot spot highlights the differences between the haves and have-dones.
Groupon has launched a national television advertising campaign focused on the role experiences play in people’s daily lives. The effort aims to showcase how the brand can help them find and save on amazing things to see, do, try, and buy in their neighbourhood.
The multi-million-dollar push runs throughout the remainder of the year. The first spot highlights the differences between the haves and have-dones, where the former are those who fill their mansions with extravagant things and the latter those who celebrate experiences.
The main idea is to promote memories rather than conspicuous consumption. Created and produced by agency of record, O’Keefe Reinhard & Paul, the initiative is set to feature 15- and 30-second formats across broadcast and cable networks. In addition, the ads are to air on major programmes.
They include Bones, Dancing with the Stars, Good Morning America, The Tonight Show Starring Jimmy Fallon, The View, and Jimmy Kimmel Live! The debut is available on YouTube. The push will be customised for retail holidays and popular categories such as food and drink, beauty and spas, and things to do.
Meanwhile, the movement will expand to other marketing channels in the form of national radio, print and digital advertising. Mediavest | Spark and TWO NIL are handling the media buys.
“As the experts in local, Groupon has evolved from a daily email to a discovery destination, and this campaign highlights both the breadth of things available on Groupon and the sheer joy of owning the experience,” said Vinayak Hegde, Chief Marketing Officer at Groupon.