Purpose: To re-brand Discover. To establish a stronger connection to their consumers and change the current perceived quality.
Identified:
Our campaign consisted of several Print ads and 2 video ads to go along with our new positioning statement:
To target 21-35 year olds starting a new chapter in their life and looking for a smart way to finance their expenditures. Only Discover Card can give you the rewards you deserve and the chance to turn possibilities into reality.
- Current key market and secondary market
- Positioning statement
- Brand associations
- Perceived quality and brand image as a product, organization, person, symbol.
- Segmentation and price
- Purchase behavior and life stages
- Psychographic and demographic
- Functional and emotional benefits
- Relationship model and competition
Our campaign consisted of several Print ads and 2 video ads to go along with our new positioning statement:
To target 21-35 year olds starting a new chapter in their life and looking for a smart way to finance their expenditures. Only Discover Card can give you the rewards you deserve and the chance to turn possibilities into reality.