Discover launches new ads to portray sense of optimism for its cardmembers



image Julie Loeger, senior vice president of rewards and brand management at Discover, declared that 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."

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, which were inspired by actual cardmemeber testimonials, will run on programs such as “Good Morning America,” the “Today” show, “Medium” and “Lost.”

The advertising, developed in collaboration with The Martin Agency, will introduce a new brand element in its opening and closing – 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.”

In addition, 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.




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