Discover Card Branding Campaign

DISCOVER Elaine Chan- Nespresso Philip Cheung- Popeyes Alexander Hu- Yamaha Jiahua (Susan) Wu- Maybelline Helen Xue- Deviant Art Shelley Zheng- Urban Decay Yaling Zheng- China Glaze

PIONEERING BOUNDLESS POTENTIAL

Current Key Market 45-60, loyal customers

College students Small business owners

Secondary Market

To target the average person with no, little,

or bad credit looking for a smarter way to

spend, only Discover Card can give you a

valuable and rewarding experience.

Positioning Statement

Brand Associations

Perceived Quality

Low Not Great Inferior Substandard Lame Cannot be used in many places

Segmentation e

Discover charges 0% APR for the !rst 15 months No Annual Fees Competitors are starting to offer similar rates

Price

Purchase each card only once Sign up online or through direct mail invitation

Purchase Behavior

Starting adult life after college Wants to continue building credit Paying off student loans Buying durable lasting goods Starting families Exciting time in life

Life Stage

Enjoys savings, thrifty Smart consumers Lots of things they want to do Work oriented, hard working Value family

Psychographic

21-35 year olds Students, continuing studies, recent grads New to the workforce New Families

Demographic

Discover Card Identity e

Old-school & Outdated Not very positive vs competitors Great rewards at the price of usability

Current Brand Image

One of the largest card issuers in the U.S. but seen as small guy Nice Guy Family Friendly

As an Organization

Great Rewards No Rewards No Fees Not usable everywhere

As a Product

Honest Reliable Caring Hardworking

As a Person

As a Symbol

1. Ranked #1 In Customer Loyalty 2. America’s #1 Cash Rewards Program 3. Accepted at millions of new places 4. Peggy 5. Pays to Discover

Extended Identities

Personality e

Easy to use Make purchases easier Get rewarded for spending Build your credit history

Bene!t: Functional

Relief Happy Friendship “We’re here for you”

Bene!t: Emotional

Sincere Reliable Honest Competent Wholesome Easy-going Genuine “We’re your pal/bro/friend”

The Discover Personality

Relationship Qualities: Personal Commitment Self-Concept Connection

Relationship Model

MasterCard I provide you the means for priceless moments

Visa I am there for you everyday.

American Express I am elite

Competition

Our Campaign e

To target 21-35 year olds starting a new chapter in their life and looking for a smart way to !nance their expenditures. Only Discover Card can give you the rewards you deserve and the chance to turn possibilities into reality.

New Positioning Statement

Possibilities into Realities Commercial

New Heights Commercial

Untraditional & Digital e

Microsite QR Code 4Square Race

Scavenger Hunt

1st Place: $10,000; 2nd Place: 7% cash back for 1 year 3rd Place: 2 years 0% APR 4th Place: $50 Amazon Gift Card

Prizes

Placed in major subway stations Dresses you up in different out!ts Fun & Interactive “Discover your potential”

Augmented Reality

Post pictures of what customers have done with their rewards Post pictures of where customers have travelled to using their rewards Facebook Ads

Facebook

Interact with customers more personally Able to help with customer service issues here as well or redirect them Announcement of any special Discover Card Deals Tweet about Discover sponsored events

Twitter

DISCOVER