How Aflac used the power of discrete choice to reposition its brand.
The Challenge
Consumers recognized and enjoyed Aflac’s popular spokes-duck, but few knew what The Duck wanted them to do, or even much about The Duck’s product category–supplemental insurance. So, Aflac had a branding challenge: They needed to educate the market about their product category, present a compelling and differentiating value proposition, all while building on the amusing irreverence of the duck and its desire to “pay cash.”
The Results
Aflac used the results to establish “guiderails” for Digitas, who worked on the new advertising campaign. These guiderails gave the agency the freedom to be creative, while holding them true to the direction established by the research. The results of this study can be seen in Aflac’s ad campaign that began airing during the fall and winter of 2011.
About the Client
Aflac is a Fortune 500 company, providing financial protection to more than 50 million people worldwide. When a policyholder or insured gets sick or hurt, Aflac pays cash benefits promptly, for eligible claims, directly to the insured (unless assigned otherwise). For more than six decades, Aflac voluntary insurance policies have given policyholders the opportunity to focus on recovery, not financial stress. Learn more about Aflac here.
Client Impact