Discover is on a mission to hammer home two of its main credit card product benefits. Specifically, no annual fee and wide merchant acceptance, writes Douglas Blakey
Discover is the only bank that secured sought after ad slots during the Super Bowl LIV broadcast. But Super Bowl is just the start of a major marketing campaign for Discover.
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Discover’s two 15-second ads take a playful “No” / “Yes” approach to reinforce its main credit card primary benefits. The ads are created by The Martin Agency and broadcast in the fourth quarter of the game.
And as the match itself turned in a compelling final quarter, Discover’s ads found the perfect slot.
Ryan Scully, Discover’s SVP Brand, Media and Consumer Insights says: “We wanted to use our ads in the big game to highlight our no annual fee feature and our growing credit card acceptance. The ‘No’ and ‘Yes’ messaging is simple. We were able to find a fun way to get consumers’ attention by splitting our 30-second buy into two different spots.
“Having an ad run in between them allows for both ads to have their own moment, while working together to tell our story.”
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By GlobalDataSuper Bowl advertising slots are among the most eagerly awaited in the marketing calendar. Moreover, Super Bowl is frequently among the most-watched US TV broadcasts.
This years Super Bowl reportedly reduces the number of ad breaks to four per quarter rather than five. The cost of a 30-second ad slot during Super Bowl is estimated to cost advertisers more than $5m. Super Bowl in 2019 attracted almost $400m in ad revenue.
Super Bowl LIV Discover ads: complementary multi-channel strategy
In addition, Discover’s media partner Spark Foundry has developed a multi-channel strategy to support the ‘No’ and ‘Yes’ campaign. Spots kick off on YouTube and run across channels including television, social, online video, digital display, streaming audio, terrestrial radio.
Additionally, Discover has high impact takeovers on Bleacher Report, Sports Illustrated, YouTube and USA Today. The campaign will also feature a first-time partnership with GIPHY including sponsored GIFs and organic stickers across social platforms.
Kerry Hemmerich, EVP, MD, Spark Foundry tells RBI: “When Discover approached us about returning to the Super Bowl for the first time in five years, we knew it was critical to develop a comprehensive cross-channel campaign to support the unique ‘Yes’ / ‘No’ spots.
“From the 15-sec linear TV spots to custom content on social, we are excited for consumers to engage with the brand and learn more about Discover’s card member benefits.”
https://www.youtube.com/watch?v=TV2ffYHBtbM&feature=youtu.be
