The campaign includes a tie-in with the upcoming Disney/Pixar film, UP, a new page on Facebook, and enhanced Web sites, as well as advertising.
Aflac sends cash benefits directly to policyholders to cover expenses such as groceries and childcare as well as medical bills.
“The key message, and what we're hoping to achieve with this integrated campaign, is that people understand that Aflac insurance is… insurance for daily living,” said Laura Kane, VP of external communications for Aflac. “When you're sick or hurt, those bills don't stop. With all the uncertainty in the economy, it's important that people understand the benefits.”
Although it works with agencies on a project basis, Aflac handled this PR effort in-house, Kane said.
It is hosting a special screening of the film for Nascar drivers, their families, and others during Speed Week this May in Charlotte, NC. In the film, an elderly couple has saved for a vacation, only to have their trip deferred by expenses. The Aflac 99 racecar will also be at the premiere of the film in Los Angeles on May 29.
“The tie-in is if you don't have a plan, everyday expenses will take away your dreams,” Kane said.
Earlier this week, Aflac launched a Facebook page done from the perspective of the brand's duck mascot. All of the photography is shot at 22” high and the page follows the celebrity duck on his travels and other adventures. A TV ad for the new film will also feature the Aflac duck, and additional social media initiatives such as a Twitter page are forthcoming.
The company also revamped its consumer-facing Web site, and its internal online media. It is sharing policyholder experiences on its Web site, and its online agent site includes more interactive features that allow agents to share best practices. The company has also made general Aflac information accessible to employees via mobile devices as well.