OKRP Targets Last-Minute Shoppers for Groupon

By Erik Oster 

O’Keefe Reinhard & Paul (OKRP) launched a holiday spot for Groupon entitled “Oh S#&%! Last Minute Gifting with Groupon” and we’re pretty sure you can guess what it’s about from that title.

Indeed, the spot focuses on a woman who wakes up in the middle of the night with the sudden realization of a glaring gift omission. Thankfully, she’s able to check Groupon and find myriad options for an instant gift (albeit not one that can be wrapped).

The insight is solid, as Groupon presenting itself as a good gift option for last-minute shoppers and sudden realizations that “oh shit, I forgot about..” makes a lot of sense while those who just don’t feel up for facing the holiday crowds may find it an appealing option as well. It also hints at the variety of experiences available via the service. We’re not as taken with the musical approach, particularly given the tired song choice. But then, OKRP really has a thing for musical numbers.

“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,” Groupon vice president, North American marketing Jon Wild said in a statement. “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.”

“We have built a unique voice for the Groupon brand that is instantly recognizable with its use of orchestral music and operatic rhyme,” added OKRP chief creative officer Matt Reinhard. “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.”