A new global brand campaign celebrates affordability, spontaneity, and local discovery, powered by AI-enabled creativity.
In a world where life has started to feel repetitive and experiences are often priced out of reach, Groupon and M+C Saatchi Performance are launching Turn Life On with Groupon, a global campaign inspiring people to rediscover real-world joy, affordably and effortlessly.
Rolling out across cities including New York, Chicago, and Madrid, with localized versions throughout the U.S. and Europe, the campaign marks the next chapter in Groupon’s transformation: helping people live to the fullest, for less.
Making Fun Affordable Again
According to Groupon’s Rut Report, a study of more than 2,700 U.S. adults, 62% say their daily lives feel repetitive, 54% say the cost of going out keeps them from trying new things, and 82% agree that real experiences make them feel better than scrolling online.
“People aren’t choosing the couch over real life, they’re blocked by logistics,” said Josef Buryan, Chief Marketing Officer at Groupon. Turn Life On is our rallying cry to make discovery effortless, value obvious, and spontaneity possible. This campaign reflects our mission to help people Turn Life On without turning their wallets inside out.”
Human-led, AI-enabled storytelling
Developed by M+C Saatchi Performance, the campaign uses AI-assisted creative direction to deliver a vibrant, hyper-local storytelling series without traditional live-action. Every visual element, from storyboard to soundtrack, was generated and refined using AI tools within a human-directed workflow, allowing the teams to move with exceptional agility while maintaining emotional authenticity and brand consistency.
“We’re thrilled to collaborate with Groupon on their Turn Life On brand campaign,” said Allita Crasto, Global Head of Creative at M+C Saatchi Performance. “The brief gave us a great opportunity to showcase the depth of talent within the M+C Saatchi Performance creative team while leveraging AI tools to produce work that’s both innovative and efficient. Our AI-powered, human-directed approach ensures technology enhances, not replaces, the strategic creative judgment that defines strong storytelling.”
Kabeer Chaudhary, CEO of M+C Saatchi Performance, commented, “At M+C Saatchi Performance, we’re built on a test-and-learn mindset. AI has helped us work faster, smarter, and more creatively across reporting, optimization, and production. Partnering with Groupon is a perfect example of how we turn technology into real results, by putting great people at the center.”
A Campaign Built for Real Life
Turn Life On will run across OOH, Meta, and YouTube, supported by a digital-first rollout and city activations timed for the peak holiday season. A gifting edition of the campaign will debut in December, reinforcing Groupon’s belief that fun shouldn’t be a luxury line item.
Stills from the New York and Madrid versions of the campaign
Groupon Turn Life On Chicago
Groupon Turn Life On New York
Groupon Turn Life On Madrid
Thank you to Groupn for working with us on this campaign. For more information, please contact us.
