COLUMBUS, Ga., Aug. 21, 2019 /PRNewswire/ -- Aflac,
the leader in supplemental insurance sales at U.S. worksites, today
announced a high-powered football-themed marketing campaign that is
among the most integrated in company history. The company will
present a series of commercials featuring Coach Nick Saban and the Aflac Duck as well as expand
its public relations and social media presences. The campaign
features Coach Saban doing what he does best: recruiting star
players, just as Aflac attracts potential policyholders.
"I am excited to take on this health issue because health
insurance doesn't always cover everything, and I want to help Aflac
recruit hardworking Americans so they can better protect themselves
and their families," said Coach Nick
Saban. "When I'm sitting down with a top recruit, I know
there is a lot of competition out there, so I need to be honest
about why choosing my team is the best option. I think we create
more value for the player just like Aflac creates that same kind of
value for its customers – for most people, not having supplemental
insurance coverage could be like playing the game of life without a
complete team."
"This powerful, integrated marketing effort has me more excited
than ever about football season," said Teresa White, president of Aflac U.S. "We've put
together a winning strategy that resonates with college football's
passionate male and female fan base. As we educate future
policyholders about our brand, we aim to help more people protect
themselves from one of the greatest financial problems of our time:
the expenses health insurance doesn't cover."
In 2019, Aflac initiated a new marketing campaign called "Aflac
Isn't," designed to help consumers better understand Aflac's
products and services by first clarifying what Aflac isn't. On
Aug. 24, the company will debut the
first in a new series of television commercials featuring Coach
Saban, which will deliver on the next phase of the ongoing campaign
and show that "Aflac isn't used how you think it's used."
The first television spot, "The Visit," debuts during the
7 p.m. EDT game on ESPN. It will be
followed by two subsequent spots, "Campus Tour" and "Commitment
Day," debuting mid-season and during the Southeastern Conference
(SEC) Championship game, respectively.
"Our campaign to correct common misperceptions about our
products and services is well underway," said Shannon Watkins, vice president of Brand and
Creative Services at Aflac. "During football season, Coach Saban,
considered one of the greatest coaches of all time, and our Aflac
Duck, the greatest duck of all time, will take us on a recruiting
journey that parallels Aflac sales agents' efforts to recruit new
policyholders. We'll follow them from the home visit to the campus
visit and, ultimately, to signing day."
Aflac will integrate the new campaign into its social media
presence (follow @AflacDuck on Twitter, Instagram and
Facebook) as well as into its long-running "Aflac Trivia
Question" on CBS and ESPN, which is being revamped to feature
enhanced animation. In addition to continuing its support of ESPN,
CBS, Home Team Sports and Raycom Sports, Aflac is adding the
Southeastern Conference and the SEC Network to its media focus.
Aflac works with a portfolio of agencies for integrated
campaigns. The agency team for this campaign included Publicis
Seattle for broadcast creative, Spark Foundry for media buying and
planning, Dagger/Atlanta for social media and Melt/Atlanta for SEC
collaboration.
About Aflac Incorporated
Aflac Incorporated (NYSE:
AFL) is a Fortune 500 company helping provide protection to more
than 50 million people through its subsidiaries in Japan and the U.S., where it is a leading
supplemental insurer, by paying cash fast when policyholders get
sick or injured. For more than six decades, insurance policies of
Aflac Incorporated's subsidiaries have given policyholders the
opportunity to focus on recovery, not financial stress. Aflac Life
Insurance Japan is the leading provider of medical and cancer
insurance in Japan, where it
insures 1 in 4 households. Through its trailblazing One Day
PaySM initiative in the United
States, for eligible claims, Aflac can process, approve and
electronically send funds to claimants for quick access to cash in
just one business day. For 13 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 in 2019, Fortune included Aflac on its list of World's
Most Admired Companies for the 18th time. To find out more about
One Day PaySM and learn how to get help with expenses
health insurance doesn't cover, get to know us at aflac.com.
Aflac herein means American Family Life Assurance Company of
Columbus and American Family Life
Assurance Company of New York. WWHQ | 1932 Wynnton Road |
Columbus, GA 31999.
Media contact: Kristen
Fraser, 706.580.3813 or kfraser@aflac.com
Analyst and investor contact: David A. Young, 706.596.3264 or
dyoung@aflac.com
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SOURCE Aflac