Discover Transparency.

CONSUMER:

Credit card companies typically have a bad rap when it comes to hidden fees, charges, usage, limits, APR rates; the list goes on. Advertising for a credit card is not any easier than to parse out the terms and conditions of your credit statement. Discover has attempted to part the fog and wary of applying for a credit card. The full-page ad placed in a women’s magazine tries to place the company in the consumers’ shoes.

Headlining in bold, capital letters, “DO THEY CHARGE YOU IF YOU USE THE CARD? DO THEY CHARGE YOU IF YOU DON’T USE THE CARD?” demonstrates the consumer’s thought process by acting as the confused and skeptical applicant. The following subhead, “ENOUGH,” attempts to inform the audience that a solution has been found and they are here to shout it.

The body copy then informs the reader should switch to the Discover More card today to benefit from the zero fees, zero reward redemption fee, etc. Sounds like a pretty good deal from the consumer’s perspective, and gives you the comforting feeling that they too understand the skepticism of a credit card application.

People who tend to use credit cards and selecting a credit card in which benefits are reaped, are more heavy users and high-involvement oriented. Chances are, people with one credit card, typically have multiple and might not be skeptical and aware of its hidden fees.

In this case, Discover excellently tries to “be the consumer,” and they definitely succeed. The stigma and stereotypes of credit cards are hard to break away from, but by allowing the transparent and coexisting understanding of what keeps people from purchasing or even owning a credit card can put some consumer’s minds at ease.

I think there is not a better approach to advertise a credit card than by using the consumers’ voice in terms of concerns and hesitation. They really dive the message home by demonstrating their awareness of the concerns among the public and credit card usage.