No doubt everyone who watches television over the past year has seen the Discover ads starring Peggy a customer service rep working for “USA Prime Credit. While Tudor Petrut, a Romanian-American actor who plays Peggy really fills the part, the idea was solidified long before he was cast.
“Right away the idea of the campaign with Peggy resonated with all of us,” said Larisa Drake, VP-brand communications at Discover. “Then when we showed it to focus groups, people started telling us about their own instances of bad customer service.”
Now they’re enhancing the campaign with personalized messages on his Facebook page. Usually this is done by him holding up a blank sign with the response Photoshopped in later, but in the case of a recent marriage proposal, a video was actually recorded during commercial shoots.
“We all expected it would resonate, but the engagement has been much greater and much quicker than expected,” said Drake. “We are committed to Peggy and will continue to evolve him.
Source: AdAge
