5% Cashback Bonus® Program
offers Discover cardmembers additional cash rewards on top of up to 1%
Cashback Bonus on all other purchases
RIVERWOODS, Ill.--(BUSINESS WIRE)--Aug. 24, 2009--
Discover today launched a series of advertisements that celebrates
cardmembers and highlights what they “get back” from their Cashback
Bonus – both literally and emotionally. The new ads are intended to
portray the sense of optimism that many of our cardmembers seek, the
everyday things that make them happy, as well as Discover’s cash rewards
leadership.
“The advertisements are a reflection of what our cardmembers have shared
with us for years – how Discover’s cash rewards have helped them
experience the joy that comes from the little things in life,” said
Julie Loeger, senior vice president of rewards and brand management at
Discover. “We are building upon our heritage of cash rewards by offering
more program enhancements that enable cardmembers to make their money
worth more.”
Discover’s campaign will include integrated broadcast and print
advertisements. Running for four consecutive weeks, beginning Aug. 24,
one 30-second and three 15-second “Get Back” TV spots 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,” the
“Today” show, “Medium” and “Lost,” and were inspired by actual
cardmember testimonials.
A new brand element will be introduced in the opening and closing of the
ads – 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 a distinctively recognizable
tagline “It Pays to Discover.”
Seven print executions are closely integrated with the TV spots and also
share a unique story, inspired by testimonials that capture what
cardmembers might get back through their Cashback Bonus. Pairs of
the ads rotating in publications will hit newsstands beginning Aug. 17.
Print publications for this campaign include titles such as Newsweek,
Better Homes and Gardens and Family Circle.
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% Cashback
Bonus program which runs October through December. The other program
categories – restaurants and movies – will be highlighted online.
The advertising was developed in collaboration with The Martin Agency
and can be viewed at http://mcdpartners.com/discoveradvertising/indexq4.php.
In order to provide a rewarding experience for cardmembers, Discover
offers the following:
More Cashback Bonus: Discover More cardmembers can earn greater
cash rewards by participating in the remaining 2009 5% Cashback Bonus
Program categories:
-
July through September: Gas, Hotels & Summer Fun
-
October through December: Grocery, Restaurants & Movies
Additionally, cardmembers can also take advantage of the Double Cashback
Bonus holiday program:
-
November 15 through December: Online, Department stores, Apparel &
Jewelry stores
As always, cardmembers automatically earn up to 1% Cashback Bonus
- unlimited - on all other purchases.
To learn more about the Discover card, visit www.discover.com.
About Discover
Discover Financial Services (NYSE: DFS) is a leading credit card issuer
and electronic payment services company with one of the most recognized
brands in U.S. financial services. Since its inception in 1986, the
company has become one of the largest card issuers in the United States.
The company operates the Discover card, America's cash rewards pioneer,
and offers student and personal loans, as well as savings products such
as certificates of deposit and money market accounts. Its payments
businesses consist of Discover Network, with millions of merchant and
cash access locations; PULSE, one of the nation's leading ATM/debit
networks; and Diners Club International, a global payments network with
acceptance in 185 countries and territories. For more information, visit www.discoverfinancial.com.
Source: Discover
Media Contact
Mai Lee
Ua
Discover
224-405-3082
maileeua@discover.com