Aflac to America: Get to Know Quack

2010 JAN 18 - (NewsRx.com) -- Aflac (AFL), the insurance company that pays policyholders cash benefits when they are sick or hurt, announced a forward-thinking, integrated new marketing campaign: "You Don't Know Quack." The campaign is designed to take Aflac's outstanding brand awareness to a new level by moving consumers from recognition of the Aflac name - and its iconic Aflac Duck - to understanding of the type of insurance protection the company provides (see also Aflac).

"Most Americans know the power of the Aflac brand, but don't understand the products and services we offer," said Jeff Charney, Aflac senior vice president and chief marketing officer. "With our new campaign, we're entering into a real dialogue with the public. We're telling them in a fun, light-hearted way that if all they know about Aflac is the Duck, well, they don't know quack."

As part of the company's broad campaign, the public will see billboards in premium locations such as Sunset Boulevard and Times Square, disruptive print ads, viral advertising on YouTube and social media sites, product tie-ins and co-branding, theater teasers, "Duckumentaries" - mini documentaries about real people and the assistance Aflac provides, consumer contests, special events to celebrate the 10th birthday of the Aflac Duck and more.

"The campaign is sharp, simple and continues Aflac's long tradition of bold marketing efforts," Charney said. "It initiates a conversation with consumers and it's interactive. By telling people, 'You don't know quack,' we're engaging them in a reverse dialogue that challenges them to really stop and think about what Aflac is and does."

"You Don't Know Quack" billboards have already gone up in highly trafficked locations and ads are up on online sites. The campaign's initial animated television commercial, "Pays You Cash," begins airing January 11. It tells viewers in no uncertain terms what Aflac is not and then what it is: It is not major medical insurance and it does not pay doctors or hospitals. It is insurance that pays you cash when you are sick or hurt. "Pays You Cash" will be followed in February by "10 Seconds," a live-action spot featuring a snowboarding Aflac Duck that will debut during the opening ceremonies of the Winter Olympics.

Throughout the "You Don't Know Quack" campaign, the Aflac Duck also will continue to show businesses how Aflac can help them provide employees with outstanding benefits at no direct cost to their companies. In the first employer-targeted commercial, called "Zero Cost," also debuting in January, the Duck again travels through an animated world to show employers that Aflac doesn't drive up business expenses or require funds from the company budget. In addition to television advertising, the new business-to-business campaign will include print, radio, billboard and online advertising.

The Zimmerman Agency of Tallahassee, Fla., created the "You Don't Know Quack" campaign with support from Aflac's in-house marketing team and other partner agencies.