Campaign Showcases Drastic Cost-Saving Measures and Suggests “There’s A Better Way to Save” with Coupons.com
MOUNTAIN VIEW, Calif. – Coupons, Inc., the leader in digital coupons, announced a new national television advertising campaign titled, “There’s A Better Way to Save.” The campaign, which debuted August 1, aims to raise awareness of the money-saving opportunities available with online coupons and drive traffic to its flagship consumer Web site, Coupons.com. The campaign represents the first-ever TV advertising campaign by Coupons.com, which is experiencing dramatic growth as more and more consumers and consumer brands turn to online coupons.
“The ‘There’s A Better Way to Save’ national television ad campaign marks the beginning of a new outreach for Coupons.com,” said Steven Boal, CEO of Coupons, Inc. “Coupons.com has grown to become the 43rd largest Web property in the U.S., and there’s a tremendous awareness among shoppers about the ways to save money 24/7 across our network of thousands of sites. This new outreach will help attract those who are still unaware of how easy it is to save up to $2,000 a year on groceries by simply using our coupons for the brands they love, trust and buy every day.”
Campaign Overview
The “There’s A Better Way to Save” campaign positions Coupons.com as the one-stop-shop to help consumers find simpler solutions to saving money by using humorous examples of shoppers resorting to great measures to trim their grocery budgets.
The 15- and 30-second commercials include a reminder of how easy it is to save on Coupons.com, each concluding with, “Click. Print. Save.” They will appear in 60 U.S. markets, including seven of the top 10 beginning August 1. The campaign includes three spots. The first spot is available at http://www.couponsinc.com/corp/source/freesamples.asp; subsequent spots will be posted when they air.
The commercials were created in-house and directed by Jason Zada of Tool of North America. Post production was provided by The Whitehouse.
Campaign Strategy
Coupons.com’s national television advertising campaign is based on a successful direct response strategy that was tested with its subsidiary brands, CouponSuzy.com and CouponBug.com. At the conclusion of more than two years of research, the market-based tests demonstrated that TV can be a cost-effective ad medium for driving user traffic to Coupons.com and increasing overall brand awareness.
“We’ve had the pretty unique position to be able to test the effectiveness of television advertising with our CouponSuzy.com and CouponBug.com brands over the past two years,” added Boal. “We’ve found that with the right dial settings and levers, TV can be an extremely cost effective means for our direct response goals to drive new and repeat visitors and raise awareness. We’re substantially upping our investment in TV at a time when other companies are pulling back.”
Astounding Growth for Online Couponing
Increased interest in digital coupons by both consumers and major brands is converging to drive unprecedented growth. First, more consumers are using digital coupons. In fact, more than 18 million unique consumers visited Coupons.com in June, making it the 43rd largest Web site in the U.S.† In addition, more companies that already utilize digital coupons are using them more often, while more companies are discovering digital coupons to promote their products for the first time.
Millions of dollars in savings are printed every day by consumers from Coupons.com. In June, over $57 million in savings was printed from Coupons.com, a 130 percent increase over the same month in 2008. In addition, between January 1 and June 13 of this year, $313 million in savings was printed, which is equivalent to the amount of savings printed in all of 2008.
About Coupons, Inc.
Coupons, Inc. is the global leader in interactive coupon solutions, providing clients with complete coupon promotional opportunities that appeal to key customer demographics. The Company’s innovative marketing technology solutions help top brands and retailers reach consumers on thousands of Web sites with the most flexible, effective and secure alternative to offline-delivered coupons. Coupons, Inc. clients and licensees include the majority of top consumer packaged goods companies such as Johnson & Johnson, General Mills, Kimberly-Clark, Kraft Foods, McDonalds and Clorox as well as hundreds of grocery retailers including Kroger, Safeway, CVS, Walgreens and Kmart. Coupons.com, its flagship consumer Web site, is the largest printable coupon site on the Internet. The company is also the provider of CouponSuzy.com and CouponBug.com online coupon Web services, as well as the popular grocery list iPhone application, Grocery iQ. Based in Mountain View, California, the company is a 2008 winner of the Red Herring 100 North America award, recognized as a company leading the next wave of innovation on the Internet. To start printing coupons, visit www.coupons.com. To learn more about Coupons, Inc. visit www.couponsinc.com.
† Nielsen NetRatings, June 2009
