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Groupon's newest campaign focuses on millennials living their best lives

By Haley Velasco | Freelance journalist

March 2, 2017 | 3 min read

Groupon launched a new spot, “How to Save on Restaurants,” targeted to the ever-working millennial. Forgoing the grocery store or cleaning dirty dishes, Groupon suggests saving on restaurants through its offerings.

Through this new spot in, with creative from the O’Keefe Reinhard & Paul agency, this campaign worked “to reach an increasingly cord-cutting millennial audience,” according to Jon Wild, VP marketing North America, Groupon.

During the holiday season, Groupon created its first-ever holiday campaign, “Gift the Experience.” The campaign suggested holiday ideas for different presents that would provide experiences such as snow tubing, glass blowing or bowling, all available through Groupon.

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“As we continue to build on our successful 2016 ad campaign, which was about showcasing the experiences available on Groupon that make life great, we’re expanding our target audience and focusing on high frequency categories with the message that customers can use Groupon to save money every day,” Wild said. “Millennials, especially those at the older end of the spectrum, value the unique experiences and savings that are core to who we are as a company.”

Based on the millennial target, Groupon will focus the ad in places that millennials are turning to consume content. They have emphasized YouTube, Hulu, Crackle and other video platforms, as well as during TV programs such as "The Bachelor" and "The Tonight Show with Jimmy Fallon."

“To make Groupon a daily habit. The ads, which use the tagline 'Save Up to $100 a Week on What You Do Every Day,' emphasize how Groupon can play an integral part of your daily routine such as going out for tacos with friends or getting your nails done,” Wild said.

The tagline, “Save Up to $100 a Week on What You Do Every Day,” is coupled with lyrics set to Luigi Denza’s 1880 classic, Funiculi Funicula.

“We made a concerted effort to forge new trails within the classic opera genre in order to tell our new Groupon narrative - including deals on restaurants, salon services, spas and more,” said Matt Reinhard, chief creative officer, OKRP. “We listened to hundreds of classical operas and arias that we felt would pair well with our message - “Save Up to $100 a Week on What You Do Every Day.”


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