| Title | Corporate Chief Exec |
| Agency |
Publicis Kaplan Thaler
|
| Campaign |
AFLAC Corporate Print
|
| Advertiser |
AFLAC
|
| Brand |
Aflac
|
| Posted | October 2001 |
| Business Sector | Insurance
|
| Tagline | AFLAC. Without it, no insurance is complete. |
| Story | While our new television ads were starting to build awareness, what investors didn't know was that these ads were also helping to grow AFLAC's sales and enhance stock performance. Thus, we wanted to build on this momentum and communicate this story to this key audience. So we developed a print campaign to tell the investment community that AFLAC is a company worth investing in. |
| Philosophy | Overall Campaign Solution: 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 | Overall Campaign Challenge: 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. |
| Media Type |
Magazine
|
| Market | United States |
| Creative Director |
Linda Kaplan Thaler
|
| Copywriter |
Tom Amico
|
| Art Director |
Eric David
|
