Celebrating Life’s Firsts
When consumer insights meet an unmatched USP.
As the nation’s third largest credit card brand, Discover Financial Services has an array of card options for all kinds of shoppers. But to market their Discover it® Cash Back Card, they needed a breakthrough campaign to cut through a majorly-crowded competitive set.
To accomplish this, Discover partnered with Questus to develop an insight-driven creative strategy that would work synergistically through the entire consumer journey. Our approach: tap into audience’s emotional needs with relatable creative, that perfectly paid off Discover’s most unique RTB.
A rewarding strategy for a rewards-focused credit card.
Identifying our key audiences, we highlighted their unforgettable “life’s firsts”: the birth of their first child, buying their first new home, or sending their first kid off to college. And since those big life moments come with big expenses, we seamlessly brought the Discover it® Cash Back Card front-and-center. A successful large-scale production later, 15- and 30-second hero spots messaged our ownable offer: For life’s firsts, Discover gives you double.
Taking life’s biggest moments full-funnel.
While our emotional spots hooked audiences in the mid-funnel, it was time to share the Discover Cash Back card throughout the consumer journey. Through cohesive social posts, custom landing pages, and hard-hitting banner ads, we hit audiences across multiple key touchpoints. By prioritizing the right emotional message at the right time, we drove strong application submissions and new accounts directly from our video content.