Groupon launches TV ads ahead of IPO

Groupon: unveils first UK TV ads
Groupon: unveils first UK TV ads

Groupon, the online group buying service, has ramped up its marketing efforts ahead of its initial public offering by launching its first UK TV ad campaign amid heightened competition in the daily deals space.

The new ad features a Groupon customer shooting a video diary and explaining how her week has been filled with activities in her local area, bought using the online deals service.

Activities include a cupcake making class and a spa day. The ad, created by Space City Productions, targets 18- to 44-year-olds with the strapline "Live your city for less".

The campaign launched yesterday and runs until 23 November. MNC handled media.

While Groupon has advertised on TV in the US, this is the first above-the-line push in the UK, where until now Groupon has relied on direct and online marketing.

Groupon faces tough competition in this category, from similar services such as LivingSocial, but also Google and more recently Moneysupermarket. However Facebook recently pulled its Daily Deals service after a four-month trial.

LivingSocial made its UK TV debut in July this year.

Uncertainty over Groupon's IPO has emerged in recent months. However it was reported over the weekend, that it would be pushing ahead, looking to raise as much as $540m, according to Bloomberg.

Follow Sarah Shearman on Twitter @shearmans

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