Dplay Discount Campaign

To drive customer acquisition for Discovery's VOD platform, Dplay (now discovery+), we sought to break the monotony of traditional discount promotions. Understanding the challenge of making discounts engaging, we opted for relatability over routine, presenting the cost of a Dplay subscription in a tangible and memorable way. Rather than inundating our audience with generic discount percentages, we drew attention to the remarkably low cost by comparing it to everyday items. For less than the price of 0.5 grams of gold, 3.5 green smoothies, 4 watermelons, or 10 packets of fish food, viewers could indulge in a year-long Dplay subscription. By making the price point relatable to tangible items, we transformed a mundane discount campaign into an attention-grabbing and resonant call to action.