A friend of mine sent me a link today to the new Discover Card campaign that launched recently and asked for my opinion on the work. I took some time and watched the TV spots and spent some time with microsite. I have to admit that for me it is hard to be objective since I have friends that work at The Martin Agency who created the campaign and I came very close to working there a few months ago. But I had to be honest and say that I wasn’t impressed.
The campaign which features possessed scissors waiting to cut up credit cards leaves consumers wondering what the point is. The payoff that Discover doesn’t have the hassles of ordinary cards is a letdown that does nothing to seprerate them out of their fifth place position. It also seems to m that the scissors actually portray a negative message about the credit card category.
The microsite works to try and extend the campaign but it isn’t nearly as imaginative as I would have expected given the material they are working from. The heart of the site is a little to reminiscent of the IKEA matrix style microsite of about a year ago. You can spin around to four different positions and learn about a cardmember at each stop. The whole experience is very passive and you find yourself reading and watching rather than interacting with the site elements. The only redeeming content is under the “Have some fun” section where you can see “outakes” from the commercials.