The discount offers and coupons platform Groupon once again communicates and invests in the brand with the launch of the “Turn Life On” campaign. After three years focused on rebuilding the business and optimizing infrastructure, the company wants to reconnect with users by focusing on local experiences and enjoyment.

Groupon assures in a statement that it is prepared to invest again in emotion, not just in performance. To this end, it has worked together with the agency M+C Saatchi Performance to create a campaign that celebrates affordable local experiences and encourages consumers to renew their interest in leisure.

The campaign includes a spot that has been generated and refined using artificial intelligence tools within a human-led workflow. This, as expressed by Groupon, has allowed greater agility in approving the response of the audience in what is one of the most dynamic markets for the company.

However, the campaign will also have activations in outdoor advertising media, digital platforms, social networks and influencer collaboration. The company has chosen Madrid to relaunch its brand at a communication level because in the city the demand for restaurants, wellness and family activities has increased significantly year after year, according to the company. Groupon understands this as a reflection of consumers’ renewed appetite for leisure and local discovery.

“We’ve rebuilt the engine, now it’s time to show why it matters“commented Josef Buryan, Chief Marketing Officer of Groupon. “Madrid has a unique energy around food, culture and discovery. Turn Life On is about making those moments easier to say yes to – without overspending..”

The campaign marks a strategic return to brand investment for Groupon, a move that also aims to communicate its global transformation process that has taken the platform from recovery to growth. It reports having recorded two consecutive quarters of double-digit growth in its marketplace and strong momentum in its local experiences category.