COLUMBUS, Ga., Jan. 7, 2019 /PRNewswire/ -- Aflac, the
leader in supplemental insurance sales at U.S. worksites, today
announced the launch of a new marketing strategy and campaign
designed to address the biggest misunderstandings that some
consumers have about the company and its products. The new
campaign, one of the most extensive integrated marketing campaigns
in company history, will demonstrate to consumers how Aflac
insurance isn't what many think it is, isn't used when many think
it is and doesn't work how many think it does. In short, by telling
consumers what Aflac isn't, the company believes it will be in a
prime position to instill in potential customers what the company
is and the value of its products.
"Research illustrates that Aflac's brand recognition is
extraordinarily high, thanks to the much-loved Aflac Duck, but many
consumers still do not understand what Aflac is – they simply know
we are insurance and our name," said Aflac Senior Vice President, Chief Brand and
Communications Officer Catherine
Hernandez-Blades. "To understand why our education has
stalled, we conducted extensive research and found that consumers
don't understand Aflac and how our products can help them, yet they
think they do. We leveraged this insight to build a new
strategy designed to get consumers to stop and think about their
misperceptions and what 'Aflac Isn't' so they can begin to
understand what Aflac is, how we are relevant in their lives and
how we stand apart from other insurance products."
Today the company will debut the first creative component of
this campaign, a new national television commercial called "Aflac
Isn't," developed by Publicis Seattle. In the new spot, multiple
people inaccurately describe real-life situations where they think
Aflac applies, such as auto insurance, homeowners insurance and
even pet protection. The final person, however, wins cheers from
the Aflac Duck for knowing that Aflac pays cash directly to
policyholders (unless otherwise assigned) – to help pay for
expenses health insurance doesn't cover.
"With the help of the iconic Aflac Duck, we will bring our new
strategy and campaign to life in fresh and engaging ways across
paid, earned and owned media," Aflac
Vice President of Brand and Creative Services Shannon Watkins said. "In 2019, Aflac will
unveil a series of thematic on-air and online videos and radio
spots that highlight consumers' frequently held, yet mistaken,
beliefs to get them to think about their misconceptions of Aflac
and learn more about our brand. We will use our assets to drive
consumers to Aflac.com, where they will see a new landing page
updated to support our strategy of building education."
Aflac.com has been refreshed with added interactive features and
optimized navigation to better educate consumers and key
constituents about Aflac's products and services.
Using Music to Connect with Consumers
A key element incorporated in Aflac's campaign is a common
passion shared by its target audiences – music. The company will
leverage major national and local music events throughout 2019 to
educate and connect with consumers in unique ways. As part of the
initiative, Aflac will implement large-scale experiential
activations and custom content to make a complicated and confusing
topic – supplemental insurance – easier to
understand.
"Through compelling, informative content, we are excited to use
music as a platform to drive home our message that Aflac pays cash
to help with expenses health insurance doesn't cover. Our goal is
to educate and connect with the broad base of consumers who are
aware of our brand – so that they will be inspired to learn more
about our value proposition and become an Aflac policyholder,"
Watkins added.
To learn more, visit Aflac's new landing page at Aflac.com.
About Aflac
When a policyholder
gets sick or hurt, Aflac pays cash benefits fast. For more than six
decades, Aflac insurance policies have given policyholders the
opportunity to focus on recovery, not financial stress. In
the United States, Aflac is the
leader in voluntary insurance sales at the worksite. Through its
trailblazing One Day PaySM initiative, for eligible
claims, Aflac U.S. can process, approve and electronically send
funds to claimants for quick access to cash in just one business
day. In Japan, Aflac is the
leading provider of medical and cancer insurance and insures 1 in 4
households. Aflac insurance products help provide protection to
more than 50 million people worldwide. For 12 consecutive years,
Aflac has been recognized by Ethisphere as one of the World's Most
Ethical Companies. In 2018, Fortune magazine recognized Aflac as
one of the 100 Best Companies to Work for in America for the 20th
consecutive year and included Aflac on its list of World's Most
Admired Companies for the 17th time. Aflac Incorporated is a
Fortune 500 company listed on the New York Stock Exchange under the
symbol AFL. To find out more about Aflac and One Day
PaySM, visit aflac.com or aflac.com/espanol.
Aflac herein means American Family Life Assurance Company of
Columbus and American Family Life
Assurance Company of New York.
Media contact: Kristen
Fraser, 706.580.3813 or mediarelations@aflac.com
Aflac analyst and investor contact: David A. Young, 706.596.3264 or
dyoung@aflac.com
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SOURCE Aflac