In our Ad of the Week, Discover brings back its comparison chart to show users that no card can match the “it” card’s features and services.
About a month ago, Discover ran a carousel ad on Yahoo.com featuring a chart that showed how its flagship “Discover it” card outdid four other cards in a head-to-head comparison of 11 different fees, features and services.
It was a convincing and engaging performance, so Discover recently brought back the chart in an interactive rich media takeover on Yahoo.com that shows why the “it” card has been ranked #1 in customer loyalty for 17 years running.
Here’s how the ad worked.
The frequency-capped auto intro swiped a 1150x250 metallic blue banner across mid-page that focused on one of the card’s coolest features---that customers can pay their bills up to midnight (ET) on the due date. From there, the banner split into the 300x250 right-side unit and the 635x100 mid-pager.
“Expand to See More” spawned a full-page takeover featuring the card-comparison chart, which highlighted more game-changing advantages of the “it” card, such as a lower interest rate, 100% U.S.-based customer service, and no fees for foreign transactions.
Discover’s “it” takeover engaged users in an interactive and minimally intrusive way without taking them away from their favorite homepage.
---Thomas T. Lady