US Creative of the Week: Groupon — Haves vs. Have-Dones

Plenty of people use Groupon (hand raised — trampoline place for the kids). However, the brand learned it was time to evolve past the tried-and-true staple of email marketing. Additionally, Groupon, at the behest of their new CEO Rich Williams, who was former head of global marketing for the brand, is getting deeper into the game by investing between $150-$200m in advertising this year for the Chicago-based company.

Recently named agency of record, O’Keefe Reinhard & Paul (OKRP) took key insights and launched the first spot in the “Own the Experience” campaign. “Haves vs. Have-Dones” clearly draws the line between the Bushwood-Arrested Development set and people who are out there, enjoying the things that life (and Groupon) have to offer.

It’s a nice reintroduction of sorts and Chicago-based indie OKRP has done a very good job setting the table for what Groupon has next — so much so, that the work was chosen as this week’s US Creative of the Week.

It’s a reminder that I need to visit Groupon to see what’s going on this weekend in Portland. Because experiences and much more meaningful than mere possessions.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.


CEO: Tom O’Keefe

CCO: Matt Reinhard

President: Nick Paul

Executive Producer: Scott Mitchell

Producer: Molly Flynn

Creative Director/Copywriter: Bill Cimino

Creative Director/Copywriter: Pat Durkin

Creative Director/Art Director: Amy Rogers

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.