Discover’s Feel-Good ‘Get Back’ Push

BOSTON The Martin Agency’s latest campaign for Discover Card focuses on the positive feelings cardmembers get when they use Discover’s cash-back bonus.
With a rallying cry of “Get back,” four TV spots will run for the next month on prime-time hits like Lost and Medium, as well as a.m. talk-shows Good Morning America and Today.
Spots show people having fun in various settings, altering the “Get back” line to illustrate how they use their cash-back bonuses. For example, scenes of a grandfather racing small cars with kids at an amusement park are accompanied by the phrase, “Get immaturity back.” When a dad plays videogames with his young sons, the legend “Get saving the universe back” appears on screen.
Kevin Ragland, an associate cd at the Richmond, Va., shop, said the new work portrays folks “who’ve spent the last year making sacrifices and are now seeing the benefits of Discover’s cash-back bonus.”
Added client svp, rewards and brand management Julie Loeger: “We are building upon our heritage of cash rewards by offering more program enhancements that enable cardmembers to make their money worth more.”
Print appears in magazines such as Newsweek, Better Homes and Gardens and Family Circle.
Spending for the “Get back” push was not disclosed. Overall, the client spent $76 million last year in domestic measured media and $20 million through the first six months of 2008, per Nielsen.

See also: “Cutting Credit Card Ads May Be Priceless”