• by Larissa Faw , August 15, 2016

RetailMeNot and its agency Young & Rubicam (Y&R) NY are introducing the "Yours for the saving" campaign to reposition the online coupon site to become a savings platform with rebates, discounted gift cards, as well as food and dining content. 

According to the agency the creative is designed to "create an emotional connection with shoppers to play a more meaningful and lasting role in a shopper’s journey to help increase demand and regular usage over its competitors."

Research indicates that people don’t save because they need to – they save because it’s part of their value system. They want to feel smart and savvy when they shop, regardless of income, per the agency. 

A  “Carts” TV ad  illustrates the concept of an empty online cart by showing physical carts with real items --such as a guitar, sofa chair and pizza delivery boy--in desolate areas. 

The “Handbag” ad shows the tale of a girl meeting a handbag to convey how someone can suddenly fall in love with something and then the price might come between the would-be buyer the merchandise. 

In addition to TV ads, the campaign includes two a series of online videos, social posts, digital, and in-mall executions. 

RetailMeNot's advertising budget was $23.4 million in 2015, compared with $23.1 million in 2014 and $22.2 million in 2013. The platform featured digital offers from more than 70,000 retailers and brands in 2015.