How does your card stack up? Our Ad of the Week lets the user turn the Yahoo! homepage into a full-page carousel that shows how “Discover it” blows away all credit-card comers.
It’s not the same old credit card. That’s what Discover wants you to know about its flagship “Discover it” card. To convince you, it offers a side-by-side comparison of 11 features and freebies with four other major credit cards, so you can see how your card stacks up. The ad is bold, and Discover hasn’t been shy about making its case throughout the summer with this rich media takeover of Yahoo!’s homepage that shows why the card has been ranked #1 in customer loyalty for 17 consecutive years.
The quick-as-a-card-swipe frequency-capped auto intro sees the “same old” competitors raining through both the 635x100 and 300x250 units. After a close-up of Discover’s gleaming metallic blue card, the ad units go static.
If the user accepts the 300x250’s invitation to expand for more, the live page content is replaced by a full-page interactive carousel. The arrows let the user toggle through several of the card’s shiniest features such as Cashback Concierge, fewer fees than the competition, reduced payments if you lose your job, and more.
“Compare It” sends the user to Discover’s Game Changer site, which features that big chart contrasting “it” with its competitors.
The user can close the takeover at any time to restore the live page content.
Discover’s “Discover it” carousel takeover is a rich, interactive, yet minimally invasive experience that makes its point clearly, convincingly, and with no annoying fees.
---Thomas T. Lady