Discover's new TV ads include a new brand element during the 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 the credit card's longtime tagline, "It Pays to Discover."
"The visual of the Discover card was added as a cue that the message is distinctly from Discover card," Larisa Drake, VP of brand communications, tells Marketing Daily. "The orange core of the Discover card opening up represents the fact that our customers are at the core of what we do, and the stories in the spot celebrate the things that our cardmembers really value." The rotating card ties all the TV creative together, Drake adds.
The campaign, from The Martin Agency, focuses on what cardmembers get back from the Riverwoods, Ill.-based financial services company, both literally and emotionally. The ads are intended to portray the sense of optimism that many cardmembers seek -- the everyday things that make them happy, as well as Discover's cash rewards program.
TV and print ads are running for four consecutive weeks, beginning this week. One 30-second and three 15-second "Get Back" TV spot 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 will run on programs such as "Good Morning America," "Today Show," "Medium" and "Lost," and were inspired by actual testimonials.
Seven print executions are closely integrated with the TV spots and also share a unique story. Pairs of the ads rotating in publications hit newsstands beginning last week. Print publications for this campaign include titles such as Newsweek, Better Homes and Gardens and Family Circle.
The 5% cash back bonus program offers cardmembers additional cash rewards on top of up to 1% cash back bonus on all other purchases if they make purchases in specific categories. Through September, the categories are gas and hotels. From October through December, the categories are grocery, restaurants and movies. In addition, from Nov. 15 through December, the categories of online, department stores, apparel and jewelry are added.
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% cash back bonus program which runs October through December. The other program categories -- restaurants and movies -- will be highlighted online.