​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 upon 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 at her kitchen island late at night and she is calling in to Discover’s customer service. Jennifer is expecting to hear an automated voice on the other end of the line and is surprised when an actual human speaks. Jennifer remains skeptical and assumes the service rep is still a robot, even going as far as saying, "You robots sound more like humans every day." Jennifer and the customer service representative get into an existential conversation about how one would prove that one isn't a robot and in the process, learn that with Discover, anyone can talk to a human. The film ends with Jennifer pondering the question, how would she prove she isn’t a robot?

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.