Tom Amico
Creative Director at Publicis Kaplan Thaler
New York, United States
TitleFigure Skating
Agency
Campaign Duck - AFLAC
Advertiser AFLAC
Brand Aflac
PostedNovember 2001
Business Sector Insurance
Tagline AFLAC. Without it, no insurance is complete.
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.
Media Type Television
Length
Market United States
Creative Director
Copywriter
Art Director
Agency Producer

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