A man and woman are on a roller coaster about to plunge. The scared man is reassured by the woman that they're okay because they have supplemental insurance. The man asks "what...?" and the duck screams from behind "AFLAC!" This is followed by more vain efforts by the duck to communicate the brand name.
Philosophy
We created an irresistible duck and sent him on a mission to spread the AFLAC name. Through a high entertainment concept we made a boring, often scary subject one everyone nows wants to interact with. In twelve months, AFLAC was literally transformed from a commodity company to a distinctive brand of insurance. Our work has torn down the consumer's "avoidance armor," resulting in a warm reception to AFLAC's sales calls. Moreover, it built not only AFLAC sales a remarkable 28% in just 12 months, but increased their total brand name awareness by over 50% and increased recruitment 20%.
Problem
Despite being the #1 provider of Supplemental Life Insurance in the world, AFLAC suffered from low awareness, sluggish sales growth and low visibility among the business and financial community at large. AFLAC first and foremost needed to create awareness and carve out their rightful place as the leader in this relatively unknown but much needed category.