Two guys sitting on a park bench witness a bicycler tumbling, which prompts their discussion about the need for supplemental insurance. A duck emerges from a pond and unsuccessfully tries to gain their attention by repeatedly quacking "AFLAC" as the name of the company that can fulfill their needs.
哲学
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%.
问题
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.