YEP. THERE’S A GROUPON FOR THAT.
Executive Creative DirectOR | Jeremey Watson
Videography | JEREMEY WATSON
PHOTOGRAPHY | DOMINIQUE SHEPARD
pRODUCTION | eRIC opalinski |AK KARAMA
CAMAPIGN
GROUPON AWARENESS CAMPAIGN
Business Situation
This campaign was born from the idea that Groupon has a limited supply of merchants and goods. We needed to change this perception. The business goal was to increase inventory and quality in 5 select markets while we create custom campaigns and promos for support and awareness.
Objective
Develop a bold, fresh and modern Go-To-Market Campaign launching across 5 new markets, with the goal of increasing consumer awareness of Groupon’s richer supply density and ultimately driving purchase frequency, top of mind awareness and intent based search.
The campaigns needed to support both broad “new near you” and “much more to choose from” messaging as well as targeted messages based on customer frequency and category affinity..
KEY VISUALS
Campaign Visual Identity
In order to break through the noise and make a big impact--we opted for bold, colorful eye-catching experiential photography. This photography style juxtoposed against colorful background immediately captures the audiences attention, while highlighting the vast categories and endless possibilities of all the fun things consumers can discover, experience and do with Groupon.
A custom wordmark and color palette was created to differentiate this campaign from others. We utilized 5 colors to differentiate our main category offerings.
Managed Channel Creative
Paid Social & Affiliates
Merchant Marketing.
To increase merchant adoption and increase supply with the in target markets, we developed B2B collateral for Groupon’s Merchant Marketing and Sales teams. Rich emails, sale sheets, social media assets and in-store signage— further deepened market penetration while increasing consumer and merchant awareness and adoption around the campaign.
