Discover Begins New Ads Focused on What Consumers "Get Back"
Discover has announced it has launched a new series of advertisements "that celebrates cardmembers and highlights what they “get back” from their Cashback Bonus – both literally and emotionally. The new ads are intended to portray the sense of optimism that many of our cardmembers seek, the everyday things that make them happy, as well as Discover’s cash rewards leadership."
“The advertisements are a reflection of what our cardmembers have shared with us for years – how Discover’s cash rewards have helped them experience the joy that comes from the little things in life,” said Julie Loeger, senior vice president of rewards and brand management at Discover. “We are building upon our heritage of cash rewards by offering more program enhancements that enable cardmembers to make their money worth more.”
Discover’s campaign will include integrated broadcast and print advertisements. Running for four consecutive weeks, beginning Aug. 24, one 30-second and three 15-second “Get Back” TV spots will air interchangeably. The 30-second spot features three vignettes demonstrating what cardmembers might “get back” with their Cashback Bonus and each of the three 15-second spots features one unique story. The ads will run on programs such as “Good Morning America,” the “Today” show, “Medium” and “Lost,” and were inspired by actual cardmember testimonials.
A new brand element will be introduced in the opening and closing of the ads – a visual of a Discover card. The card rotates forward revealing the orange core, which then opens widely to showcase the first vignette. The closing brand cue provides another shot of the card as it rotates around and wipes the screen clear to reveal a distinctively recognizable tagline “It Pays to Discover.”
Seven print executions are closely integrated with the TV spots and also share a unique story, inspired by testimonials that capture what cardmembers might get back through their Cashback Bonus. Pairs of the ads rotating in publications will hit newsstands beginning Aug. 17. Print publications for this campaign include titles such as Newsweek, Better Homes and Gardens and Family Circle.
The “Get Back” print ads will continue to run in conjunction with the Discover “Right Now” ad, which is a 15-second spot that runs through October. The TV spot will focus on the grocery category of the 5% Cashback Bonus program which runs October through December. The other program categories – restaurants and movies – will be highlighted online.
The advertising was developed in collaboration with The Martin Agency and can be viewed at http://mcdpartners.com/discoveradvertising/indexq4.php.
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