It’s difficult to remember gifts for everyone, especially if you don’t keep a tidy list. Groupon’s latest campaign offers plenty of gifts to get anyone through those ‘oh shit’ moments.
The heroine of the spot wakes up in a panic, realizing she hasn’t bought gifts for everyone, but her Groupon app gets her everything she needs for those she almost forgot.
The ads, created with O’Keefe Reinhard & Paul, appeal to forgetful shoppers and remind them that Groupon has experiences for everyone on their list. With instant gifting, they can finish up their shopping and go back to a restful night’s sleep. According to the National Retail Federation, only one in 10 Americans complete their holiday shopping by mid-December with indecisiveness over what to buy ranking as the number one cause.
“This campaign celebrates what sets us apart from all other holiday shopping destinations – the ability to instantly gift amazing local experiences from small businesses in your community,” said Jon Wild, vice president of North America marketing for Groupon. “We have the distinctive ability to be the idea last-minute gifting source for shoppers with our wide variety of activities, restaurants, beauty services and more. Plus, we provide a seamless savings experience for the gift-giver.”
The last-minute gifting campaign continues Groupon’s use of celebratory musical storytelling, with this one set to an operatic tone. The ads, running on television, online video and radio through Christmas, are an extension of Groupon’s broader holiday campaign that launched in early November.
“We have built a unique voice for the Groupon brand that is instantly recognizable with its use of orchestral music and operatic rhyme,” explained Matt Reinhard, chief creative officer at OKRP. “This year we saw an opportunity to leverage our musical storytelling to promote Groupon’s deep local offerings as the perfect antidote to the last minute gifter while also celebrating the great deals they offer.”