Discover Expands into DMV Services

A New Payment Right That Needed Awareness at the Point of Decision

Discover Card has secured credit card acceptance rights at State DMVs, a meaningful milestone that put Discover directly in the hands of millions of licensed drivers. But winning the contract was only half the battle. DMV customers, accustomed to limited payment options, had no way of knowing Discover was now an accepted form of payment. Transaction volume lagged well behind the card’s real potential at these locations. Discover needed a way to reach their audience: people actively paying government fees, at the exact right moment.

Purpose-Built Messaging Inside Every Waiting Room

Must View Networks developed a targeted digital signage campaign which was deployed on screens inside DMV waiting rooms across the network. The creative was designed specifically for the context: a captive audience sitting with nothing to do but wait before their transaction is initiated. MVN’s messaging directly informed DMV customers that Discover Card was now an accepted form of payment for their fees. With an average wait time of 30+ minutes and an exclusive media environment, the message landed at the highest possible moment of intent, immediately before a payment decision was made. No waste. No guesswork. Pure prospect, pure timing.

The Results

The campaign delivered results that far exceeded expectations. By meeting DMV customers with the right message, at the moment of payment, Discover turned awareness into action on a large scale. As a result of the campaign, Discover Card transactions have more than tripled, and their market share has more than doubled, putting Discover Card well ahead of competing payment companies

3x DMV transaction fees paid with Discover Card

2x+ Discover Card market share

30+ minutes of captive audience dwell time at DMV locations