Video Case Study - AFLAC
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AFLAC
Quick, name a supplemental insurance company! The chances are good that you thought of AFLAC, even if you're not entirely certain what supplemental insurance is. The highly successful $9.7 billion insurer is now by far the best-known firm in the supplemental insurance industry, which offers policies that kick in to pay expenses not covered by the standard health, life, and disability policies provided by most employers.
But AFLAC hasn't always enjoyed such high levels of recognition, Until recently, about the only people who'd ever heard of AFLAC lived either in Columbus, Georgia (where the company was founded) or in Japan (where it does more than 70 percent of its business, commands 85 percent of the supplemental insurance market, and serves 95 percent of the companies listed on the Tokyo Stock Exchange). Just a few years ago, only 13 percent of Americans even recognized the company's name. But now, thanks to an unorthodox advertising campaign-featuring an improbable squawking white duck-practically every American knows about AFLAC.
After viewing the video featuring AFLAC, answer the following questions about advertising, sales promotion, and public relations.
1. What key attributes of AFLAC's ads make them so successful? Now that the insurance company is so widely known, should it consider changing its advertising approach or stick with the spokesduck?
2. How did the advertising media that AFLAC marketers selected for communicating with consumers affect the success of the campaign?
3. Could AFLAC supplement its advertising campaign with public relations? List two possible public relations activities that would help AFLAC publicize its products.
Have a look at the video attached and then answer the question above.
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Solution Summary
The solution answers three questions about the marketing strategy AFLAC used based on the review of the attached video.
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1. What key attributes of AFLAC's ads make them so successful? Now that the insurance company is so widely known, should it consider changing its advertising approach or stick with the spokesduck?
AFLAC's key attributes of successful advertisement using the Duck's quack sound to imitate AFLAC's name made the advertisement a likeable one by viewers; it was easy to understand, it was unique and distinctive, and improved the chain's overall image. Viewers and consumers who did not know about AFLAC soon found themselves researching the company. The sound effect alone was a major attribute, as it drew the attention of the readers. The representation of insurance in the advertisements with scenarios leading to potential concerns about injury and subsequent need to have insurance, exemplified the products and services ALFAC offers. Through the advertisement, ALFAC was able to represent the deals they offered, by matching ...
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