Discover Launches New Ad Campaign

  Discover Financial Services LLC, issuer of the Discover card, in August launched a new "What if" advertising campaign. The ads include a series of questions that encourage consumers to consider what it would be like if they had a credit card that would not stop until there are no more "what ifs."
  The launch was one of several announcements Discover made last month designed to increase brand awareness and acceptance.
  The Riverwoods, Ill.-based issuer teamed with First Data Corp. to expand merchant acceptance by integrating the companies' two processing networks. Discover also teamed with JCB Co. Ltd., Japan's largest issuer and acquirer. In that deal, each issuer's cardholders will be able to use their cards at merchants affiliated with the other's network.
  "What if" will complement, but not replace, Discover's popular advertising tagline "It Pays to Discover," says Mark Hosbein, Discover senior vice president of brand management and advertising. "What If" is Discover's most substantial campaign in 20 years. It debuted on NBC television Aug. 27 during the annual Emmy Awards. Discover is an Emmy Awards sponsor.
  Discover is following up the debut with 30-second radio and
  TV commercials, and print and online advertising, Hosbein says. "Television and radio paint a broad picture. Print provides more details, and the Internet encourages more participatory involvement, such as cardholders taking surveys," Hosbein says.
  Discover plans to run the commercials during such popular shows as "Monday Night Football" and "Grey's Anatomy."
  "We want to redefine how consumers think about their relationship with a credit card company," Margo Georgiadis, Discover executive vice president and chief marketing officer, noted in a statement.
  Without divulging details, Discover indicated it might increase the amount of Cashback Bonus Rewards consumers receive if they shop with their Discover cards at any of the issuer's 70 partner retailers.
  The Martin Agency of Richmond, Va., developed the ad campaign. The Martin Agency replaced Goodby, Silverstein & Partners, which resigned its relationship with Discover in November to pursue Visa USA's advertising account.
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