The Science

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Challenge

Discover approached us with a unique challenge. They were late to the Apple Pay game and needed help engaging their customers with the launch; however, Apple was still having problems getting consumers to adopt this new tool. Through our research and insights, we learned consumers’ reluctance stemmed from concerns regarding the safety and security of Apple Pay, despite being objectively safer than a traditional plastic card. 

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Solution

At the time, Apple had failed to clearly communicate thumbprint recognition was necessary to authorize a transaction, so we overcame perceived security concerns by spotlighting this feature and explaining how it added an extra level of protection. Creatively, we played into Discover’s whimsical and friendly brand by employing a memorable, illustrative style that put customers at ease and highlighted there’s really nothing to fear here. We know you’re concerned about security, so we use Apple Pay. It’s secure, safe, and easy to use. By prominently featuring the simplicity of the thumb measure, we assured customers Discover with Apple Pay truly offered the safest payment solution.