|
|
|
 |
||
|
Discover® Card Launches New Ad Campaign And More Cardmember Rewards Highlighted in New Television Ads June 04, 2002 RIVERWOODS, Il., June 4, 2002 – Discover® Card is bringing its well-known “It Pays to Discover®” tagline back to the forefront in a new series of television ads that highlight unique Cardmember rewards and industry innovations. “Our new advertising campaign is part of an overall marketing strategy showcasing how Discover Card rewards its Cardmembers,” said Ashoke Dutt, executive vice president of Marketing for Discover Financial Services, Inc. “Our proprietary Cashback Bonus® award program, innovative new Discover 2GOSM Card, unique merchant relationships, and exclusive sponsorships and promotions offer our Cardmembers valuable perks and privileges, which we are promoting through a variety of marketing initiatives.” Two of the new television ads feature Discover Card’s most recognizable reward, the Cashback Bonus award, where participating Cardmembers accrue Cashback Bonus awards on every purchase. The program was recently redesigned to give Cardmembers more options over how they use their award. Cardmembers can now redeem their award in $20 increments at any time, once they’ve accrued $20 or more. They can also build their award over time, and can double their award with participating merchants like Blockbuster®, Borders Books & Music® and The Sharper Image®.* The third new television ad highlights the Discover 2GO Card, the first card of its kind in the credit card industry, with a unique, compact shape housed in a protective case that easily attaches to a key chain, belt or money clip. The Discover 2GO Card provides the ultimate convenience to Cardmembers by offering a handy new way to access their Discover Card account. The new advertising campaign, created by Goodby, Silverstein & Partners in San Francisco, began airing with the Cashback Bonus award spots on June 2, 2002, during the Winston Cup NASCAR race broadcast on FX. The Discover 2GO Card spot will begin airing later this month. The ads will continue to air on the NBA finals on NBC, Primetime, Early Morning News, Cable Networks and Syndication for the balance of 2002. In addition to its new television advertising, Discover Card’s highly successful magazine print campaign, which now features more than 30 merchants, has evolved to include the Cashback Bonus award program, while continuing to focus on Discover Card’s diverse merchant relationships and its growing acceptance at merchants nationwide. To complement the new television advertising, the print campaign now carries the “It Pays to Discover” tagline and is featuring merchant partners where Cardmembers can double their Cashback Bonus award. “As a proprietary card brand, Discover Card is uniquely positioned to offer exclusive rewards for our Cardmembers and incentives for our merchant partners. We are always looking for opportunities that add value when using the Discover Card,” added Dutt. Some of those include:
(C)2002 Blockbuster® Inc. All rights reserved. * Up to 1% based on annual level & type of purchases for Discover Platinum, Classic and Private Issue Cardmembers who participate in the Cashback Bonus program, redeemable in increments of $20. Cardmembers can double award amount when redeemed at selected Cashback Bonus Partners. Restrictions apply, see terms for details. Ad Descriptions "First Date" (30 seconds) Dave Logan is a young, single man who goes on many first dates with different women in different restaurants. Each date seems to start off okay and then go awry -- especially when the dates find out that he’s a lawyer. One date tells him that she hates lawyers, another just thinks he’s "kind of boring." After each bad date, he hands his Discover Card over to the waiter to pay the check and end the date. The bright side of Dave’s unfortunate dating life is revealed -- by using his Discover Card he’s built up a Cashback Bonus award of over $160. And as we see that date #7 might go better than the previous dates (she’s a lawyer too), the voiceover tells us that Dave may use his Cashback Bonus award for an engagement ring someday. We close on a shot of an optimistic Dave as the voiceover says, "Discover Card’s New Cashback Bonus Program, where you get paid for the things you buy anyway." “Four Boys” (30 seconds) Kelli Turner is the mother of four growing boys. The boys are constantly heading to the refrigerator for more food, and Kelli is constantly heading to the supermarket for more groceries, using her Discover Card each time. The boys seem to eat the groceries as quickly as Kelli unpacks them. They continue to eat and she continues to buy groceries. During one refrigerator raid the boys’ father even catches one of them eating a stick of butter. But as harried as this schedule keeps Kelli, she knows that by using her Discover Card every time she buys groceries, she’s built up a Cashback Bonus award of over $180 dollars. During one trip to the market Kelli looks up from the check out line and sees a magazine called "Beach Living." As she starts to look through it, the voiceover says that Kelli could use her Cashback Bonus award for a nice vacation…maybe without the boys. We close on a final shot of the boys back at the house eating, again, as the voiceover says, "Discover Card’s New Cashback Bonus Program, where you get paid for the things you buy anyway." # # # |
||