Discover Card Taps Into Local US Cultural Norms in Cheeky OOH Campaign

Spanning digital and traditional channels, the Acceptance campaign is rooted in Discover’s 'Especially for Everyone' platform created in partnership with creative agency TBWA\Chiat\Day LA and Mindshare Media based on the idea that Discover makes every single one of their customers feel special, this 'acceptance' campaign reminds the world that the refreshing experience of being a Discover customer comes without any worry about your card being accepted. 

Tapping into the world’s increasing interest in what constitutes acceptable behaviour, Discover is launching a highly-contextualised OOH campaign that aims to validate something that is accepted - using your Discover card - and spark light hearted debate about what’s not. 

Internal consumer research has shown that despite Discover being accepted at 99% of places nationwide, there has been an ongoing misperception that this isn’t the case. Tackling the perception myth has the potential to unlock card usage gains.

In the OOH campaign, Discover is tackling the idea of 'acceptance' in a new way with humorous, localised work featuring over 175 unique headlines tailored to call out our slightly questionable social behaviours and remind consumers that using the Discover card is, in fact, an acceptable behaviour.

For example, in LA, “Pronouncing ‘Rodeo Drive’ like you’re expecting so see horses? Ha, less accepted.” And in NY, “Living here and still calling it the ‘Big Apple’ is less accepted.” 

“The power of integrating creative and media is coming to life in a highly contextual way with over 650 hand selected placements and more than 175 unique copy lines. The campaign is effectively overwhelming consumers with the truth of our acceptance and emphatically challenging the misperceptions, ultimately driving further consideration for our brand.” said Amy Adams, vice president of media, discover.

“Historically, Discover has sidestepped the conversation around acceptance rates, wary of drawing attention to a perceived shortfall. But now, with confidence in our coverage, we approached this campaign with a bold, unapologetic stance. As the world re-evaluates what it means to be ‘acceptable’ post-covid, we saw a natural opening to address Discover’s acceptance in a way that taps into a broader, cultural conversation.” said Stephanie Berenson, executive strategy director, TBWA\Chiat\Day LA.

Print and digital billboards at iconic locations across New York, Los Angeles, Chicago and DC that highlight local attitudes and behaviours are primed to elicit chuckles and garner attention, plus additional pop ups around upcoming high-visibility events such as:

• 2024 Discover Big 10 Championship Game in Indianapolis 
• Army-Navy game at Northwest Stadium
• NHL Winter Classic at Wrigley Field

Further establishing their claim, the work will deliver relevance at scale via additional location-based digital Q4 partnerships with Uber and Uber Eats, Yelp and Foursquare, among others. Work will also target prospective consumers and their guilty social behaviours at high-impact places like nail salons, restaurants, bars, and taxis where the acceptance misconception is most prevalent.

Following the OOH rollout, Discover’s ongoing partnership with hilarious star, Jennifer Coolidge, will continue. Launching from November - December, a series of films will place a focus on dispelling the acceptance myth with Coolidge’s characteristic humour.

OOH will be complemented with a high impact video/social media buys with assets using Jennifer Coolidge set in businesses commonly thought of as places Discover isn’t accepted like Salons, Dry cleaners, and even Vintage stores. Location-based data partnerships with Uber, Yelp, and Four Square will deliver the message at the time it matters most, near a moment of purchase encouraging consumers to use their Discover card.