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August
28, 2006
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.
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