August 16, 2010

Discover Launches New Advertisements Featuring Customer Service

"Peggy" Ads Highlight Discover's Superior Service, Taps into Consumer Frustration with Industry

RIVERWOODS, Ill., Aug 16, 2010 (BUSINESS WIRE) -- Discover Financial Services today launched a new advertising campaign that highlights the superior, award-winning customer service Discover offers its cardmembers. The new advertisements will strike a chord with consumers who have endured poor customer service across industries while highlighting the best-in-class customer service that Discover cardmembers experience.

"Customer service is a key component of Discover's long-standing commitment to delivering the best rewards, service and value," said Julie Loeger, senior vice president of brand and product management at Discover. "These ads portray the common, frustrating experiences we've all faced with customer service calls and emphasize the difference good service can make. We believe that by featuring our promise to answer calls in 60 seconds or less by real people who are trained to solve problems on the first call, we will continue to differentiate ourselves to existing and prospective cardmembers."

The television advertisements, which portray a likable but incapable customer service representative named "Peggy," are the focal point of a marketing and communications strategy designed to convey the value of Discover's superior customer service. The ads will remind viewers of some of the most common and frustrating experiences with customer service calls, such as long hold times, excessive call transfers and the inability to solve problems.

The ads, which will debut on August 16, will run on all four major networks on popular shows such as America's Got Talent, The Office, Parenthood and the Emmy Awards. The ads will also run during the season premieres of The Amazing Race, Mike & Molly, Undercover Boss, The Event, Chase, Outsourced and Outlaw. The ads will also be featured throughout Discover's sponsorship of all Notre Dame home football games on NBC, as well as during the Discover Halftime Report.

In contrast to Peggy's inept approach, Discover will be introducing featured videos of real Discover customer service representatives sharing stories about their experiences helping cardmembers to solve problems. Highlights and content from this campaign, as well as from the Peggy television advertisements, will be shared via Discover's social media channels.

"We believe, particularly at this moment in time, that customers are re-thinking what they look for in a credit card partner," said Loeger. "Ultimately, they have a choice and do not have to settle for bad customer service. Our goal with these ads is to demonstrate to consumers that we understand their frustration with poor customer service and to encourage them to switch to Discover."

The advertising was developed in collaboration with The Martin Agency and can be viewed at

About Discover

Discover Financial Services (NYSE: DFS) is a direct banking and 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 personal and student loans, online savings accounts, certificates of deposit and money market accounts through its Discover Bank subsidiary. Its payment 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 more than 185 countries and territories. For more information, visit

SOURCE: Discover Financial Services

Laura Gingiss