Discover Card Debuts New Ad Campaign at Emmy Awards

Discover

Card Debuts New Ad Campaign at Emmy Awards

Discover

Financial Services kicked off a new ad campaign on Sunday's

broadcast of the Emmy Awards, debuting a commercial featuring

the new tag line "What if?" The campaign seeks to

differentiate Discover's offerings by claiming Discover is the

answer to customers' "what ifs" in seeking the perfect

credit card. The first TV spot shows consumers of varying ages

and appearances throwing their old credit cards to hungry scissors,

as if the scissors were birds on the ground. Presumably these

consumers will be getting Discover cards to replace those they've

renounced.

The

TV spots, along with complementary print and online ads, are

the first efforts for Discover by The Martin Agency, which was

chosen to be Discover's ad agency this past April.

?Consumers

want change. They want less confusing interest rates, disclaimers

and fine print. They are looking for a card that provides meaningful

rewards, easy-to-use features that put them in control, and

one that is backed by responsive customer service,? said Margo

Georgiadis, Executive Vice President and Chief Marketing Officer

of Discover Financial Services.

Of

the enhancements Discover cited, perhaps the most interesting

to consumers are greater reward opportunities and greater account

control, with e-mail alerts to help avoid fees, cardholder selection

of payment due dates, and automatic notifications when purchases

or returns post to their accounts.

Published 08/28/06 (Modified 05/07/12)