COLUMBUS, Ga., Nov. 22, 2016 /PRNewswire/ -- Aflac, the
leader in voluntary insurance sales at the worksite in the United States, today announced the launch
of a new marketing campaign designed to be extremely relevant with
young adults. The campaign aims to reframe the supplemental
insurance conversation through relatable examples of how changes in
a person's health should not impact his or her lifestyle. The
integrated campaign includes a new television commercial, "Ski
Patrol," that will debut during the 90th Macy's
Thanksgiving Day Parade, which airs
on Thursday, Nov. 24, on NBC at
9 a.m. in all time zones and will
feature the Aflac Duck's sixth appearance in the parade.
"With this campaign, we are trying to reaffirm the relevance of
Aflac and supplemental insurance with a new generation of
customers," said Gail Galuppo,
senior vice president and chief marketing officer at Aflac. "With a
penchant for living life to the fullest, young adults are unsure
why Aflac is a valuable addition to their overall benefits. When an
injury or illness strikes, it can have an impact on more than just
their health and finances – it can have a ripple effect on their
overall lifestyle."
"Ski Patrol," directed by Martin
Granger with cinematography directed by Oscar-nominated
Robert Yeoman, opens on a snowy
mountain with a young man lying on the ground after a serious fall.
Two ski patrolmen assess the situation and comment about how the
injury looks like a real nasty "moving-back-in-with-his-parents,"
implying that the costs associated with his injury could force him
to change his lifestyle and move back home.
The young man retorts, "What? No, I just broke my leg!" The
patrolman explains, "No, it's a full-blown move-into-the-basement.
You're gonna be outta work, and without that money from Aflac, you
might miss your rent."
The hurt man then whines, "But I just moved out...."
True to his style, the Aflac Duck makes a comedic appearance in
the commercial, decked out in a ski hat and scarf to make sure
everyone, including younger consumers, knows that health can
change, but the life they love doesn't have to.
Integrated campaign takes inspiration from social media to
reach target audience
The new campaign has a significant focus on digital media as
well to reach millennials who predominantly consume content online.
The visual identity of the campaign was inspired by the lifestyle
imagery young adults are accustomed to seeing, creating and
engaging with every day on their personal social media pages.
The copy contrasts what a routine injury might appear to be on
the surface level to how it could impact a person's finances and,
ultimately, his or her lifestyle. Aflac wants consumers to think in
practical terms, like how many date nights, concerts, new shoes or
vacations they might miss due to a broken arm, injured knee,
slipped disc or worse.
"The effect of an illness or injury doesn't stop at the doctor's
office. It can unravel someone's entire life," added Galuppo.
"Young adults need to understand that supplemental insurance like
Aflac's doesn't just help cover their entire body; it helps cover
their lifestyle. That's why Aflac stands by our promise to be there
for our customers in their times of need – big or small."
The campaign will include easy-to-understand content designed
for digital, search and online video advertising, social media
posts on the Aflac Duck's popular social networks (Facebook,
Twitter, Instagram and YouTube) and public relations support,
including partnerships with a number of online influencers.
Out-of-home advertising in New York
City and cinema advertising will showcase the campaign on
some of the biggest screens available.
To learn more about Aflac's supplemental insurance, visit
aflac.com/lifestyle.
About Aflac
When a policyholder gets sick or hurt,
Aflac pays cash benefits fast. For 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, Aflac U.S. can receive, process,
approve and disburse payment for eligible claims in 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 10 consecutive years,
Aflac has been recognized by Ethisphere as one of the World's Most
Ethical Companies. In 2016, Fortune magazine recognized Aflac as
one of the 100 Best Companies to Work For in America for the 18th
consecutive year and included Aflac on its list of Most Admired
Companies for the 15th time, ranking the company No. 1 in
innovation for the insurance, life and health category for the
second consecutive year. In 2015, Aflac's contact centers were
recognized by J.D. Power by providing "An Outstanding Customer
Service Experience" for the Live Phone Channel. 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 espanol.aflac.com.
Media contact – Kristen
Fraser, 706.243.5543 or mediarelations@aflac.com
Analyst and investor contact – Robin Y. Wilkey, 706.596.3264 or 800.235.2667;
FAX: 706.324.6330, or rwilkey@aflac.com
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SOURCE Aflac