The Marketing Campaign
Discover recently launched a marketing campaign to entice its customers to start using Android Pay. I think that this marketing email is effective because by seeing Discover, I believe that it might be something important. Even if it isn’t important, it is definitely something that I can trust. By quickly scanning the email, I realize that Discover is offering me a $10 coupon to Kohl’s. With the new season coming, I know that I would have to go shopping. Now, I simply know where I will be going shopping. All I have to do is click the big orange button.
The call to action is very well crafted: add to wallet. Given that I constantly feel like I’m taking out of wallet, the inverse is a nice change. It’s very bright and grabs my attention immediately. The reason why this email ad works though is because Discover rarely sends me any promotional mail. If this were to become a norm, not only would I get desensitized to the offers but I might even get annoyed at the company for cluttering my mailbox.
Android Pay’s Elaborate Multi-Channel and Multi-Brand Marketing
While this email campaign is not branded as an Android Pay ad, as soon as you click the call to action, you are brought to the app store to download the Android Pay application. That’s what I love about this campaign; Android has managed to create a sort of co-op advertising scheme across all sorts of channels and brands. Various members of the supply chain have been implicated in this operating system’s campaign including physical retailers such as Kohl’s, credit card companies such as Discover and, in Android Pay’s commercials, online retailers such as Etsy and manufacturers such as Infiniti were featured. Additionally, Android Pay is not only targeting consumers through online and TV commercials.
Through its elaborately simple marketing campaign, Android Pay is specifically targeting everyone. It’s capitalizing on customer brand loyalty to Discover, Etsy and many others to convince consumers to leave the plastic cards at home and simple take your phone. It doesn’t matter whether the viewers are people who like corn or people who prefer candy corn or if they prefer regular Coca-Cola or diet Coca-Cola. You can pay for it all using Android Pay. It doesn’t matter whether they like to wear a suit or would prefer to wear a shirt with a drawn on suit. It doesn’t matter whether you’re American or British. Android Pay wants them all. They have included various phone brands such as Sony and HTC in order to link the viewers to the commercial and the brand. The body-less hand that they see in the commercial could be their hand. This is all brought together by the background music highlighting that everyone is different but that it doesn’t matter.
Whats even more amazing, in my mind, is that they essentially used the same commercial abroad a culture that is completely different than the American one: in Singapore. The demographics has been adopted to fit the local ones but besides that, it’s the same upbeat music and the same collage of multiple transactions by various different people. While this version of the upbeat music does not have any text highlighting the differences of the people using Android Pay, it maintains the same upbeat sound that makes you want to get up out of your TV chair and go outside to spend money using Android Pay.
What aspect of Android Pay’s elaborate campaign appeals most to you, if it appeals to you at all? Which aspect do you think has the most influence on you?