Groupon is out with a new "Own The Experience" campaign that touts experiences over things through focused storytelling.
Developed with agency O’Keefe Reinhard & Paul (OKRP), the new campaign targets moms and Millennials with the tagline “Save Up to $100 a Week on What You Do Every Day" to emphasize how Groupon can play an integral part in a daily routine.
A TV spot features a busy mom who uses Groupon to entertain her children. The clip features classical music with funny lyrics that illustrates how Groupon saves money to entertain kids.
Another spot showcases a woman who uses Groupon to look and feel her best after she lands a new job, ranging from a day at the spa to getting her haircut.
The multi-million-dollar ad buy runs on TV in :15 and :30-second formats on broadcast and cable networks such as E!, Freeform, Food Network, MTV, TBS, TLC, TNT and VH1, among others. In addition, the spots will air on major programs, including "The Bachelor" and "The Tonight Show Starring Jimmy Fallon."
The media buy also includes online, national radio, print and digital. The online ads will run on YouTube, Hulu, Crackle and other video platforms. Blackwood Seven is handling the media buy.
"We're using customized creative and media targeting –– with an emphasis on online video –– to further reach our targeted millennial audience," says Jon Wild, VP of marketing for North America, Groupon. "This demographic values the unique experiences that are core to who we are as a company, possesses increasing purchasing power and prefers a mobile shopping experience."