​For the past decade, Discover has been falling behind competitors in Brand Consideration with leading indicators like “Brand for Someone like Me” and “Brand I’m Proud to Use” on the decline year-over-year. The brand needed a revival. The brief hit directly on this, tasking us to create a differentiated and breakthrough platform that would close the gap between how much customers love us and how little prospects know about us. The goal was lofty, especially for a 38-year-old well-established brand: To increase Brand Consideration +2 points in 6 months with a campaign that exceeds all Engagement and Persuasion benchmarks.

In this film, we open on Jennifer Coolidge roaming a grocery store with her bodyguard. As she comically peruses the items (even taking things from other people's carts), Jennifer reveals how glad she is that she can talk to her bodyguard and have him protect her 24 hours a day. As Jennifer continues to talk to him, it becomes apparent that the special treatment and security she's talking about is not from her bodyguard, it's actually Discover's Customer Service team that’s making her feel like a VIP.

This was Discover’s most successful campaign in recent decades and perhaps, ever. We broke through in culture after only one month with the highest Branded Ad Recall in Discover’s history and the highest Ad Persuasion scores in the category and a 260% increase in social followers.

We saw growth across all major Brand Health indicators. The new campaign is helping build a reputation as a credible bank which offers innovative and rewarding bank products, and has already driven Brand Consideration (+1), Card Consideration (+2) – moved from #3 to #2, Brand Presence (+4) and Innovative of Financial Services (+4).

We’re also seeing wins with our customers and their love of the new campaign. Credit Card recommend is up +2, Checking awareness improved +10, and we have seen growth in multiple perceptions of the brand – for someone like me, gives customers a great experience, rewards leadership and cares about me.