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Discover Financial Services today launched an advertising campaign illustrating what cardholders "get back" from Discover's cashback bonus rewards. The ads tell stories of everyday emotional and material things cardholders receive when using their cash rewards. "We were looking to reflect what it is our cardholders really value when they use the Discover card," Larisa Drake, Discover vice president of brand communications, tells CardLine. Discover relied on focus groups to determine the ad content, she says. The integrated campaign includes broadcast and print ads. Discover is running three 30-second and three 15-second TV spots for four consecutive weeks beginning today during such programs as "Good Morning America" and "Lost." Seven print ads will run in Newsweek, Better Homes and Gardens and Family Circle. The print ads will continue to run through October along with a 15-second TV spot called "Right Now" that focuses on getting cash back from using Discover cards at grocery stores. That spot will run through December, and online versions of the ad will feature other categories, such as restaurants and movies.
