Aflac 2008 Annual Report Download - page 22

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18 Aflac Incorporated Annual Report for 2008
Secondarily, we took this opportunity to
provide training and support for our product
portfolio initiative.
In 2008 we also intensified preparation for
our new Aflac for BrokersSM initiative that
we expect to kick into high gear in 2009.
Insurance brokers have been a historically
underleveraged sales channel for Aflac, and
we believe we can establish relationships
that will complement, not compete with,
our traditional distribution system. We have
assembled an experienced broker team that
will oversee the implementation of Aflac
for Brokers. We are also supporting this
initiative with streamlined products, specific
advertising, and customized enrollment
technology.
Aflac’s New Brand Initiatives Take Off
The now-legendary Aflac Duck continued to
help us propel our brand message in 2008.
For the first time, Aflac Duck commercials
directly addressed businesses and benefits
decision makers in four new Aflac for
BusinessSM commercials. These commercials
still engage the consumer, but primarily
address business decision-makers to convey
that Aflac products are easy to administer,
can strengthen their benefits package and,
in turn, enable them to more effectively
recruit and retain employees at no direct
cost to them. We believe the increase in
new payroll accounts suggests our message
is getting through, even in this challenging
environment.
We have integrated other media to convey
our message as well, including radio, print and
online advertising that disseminate the Aflac
message. Our television commercials were
played approximately 11,100 times throughout
2008, and we ran more than 3,000 Aflac
Trivia features during various sports and news
programming.
Building on Aflac’s successful 2007 entry into
NASCAR, Aflac was a primary or associate
sponsor of Carl Edwards and the No. 99 Ford
Fusion during the entire 2008 NASCAR Sprint
Cup season. During the year, Aflac announced
a full-season multiyear primary sponsorship
of Roush Fenway Racing driver Carl Edwards
starting in 2009 and running through 2011.
Through this sponsorship, we will continue
to reach business decision makers and the
large and loyal NASCAR fan base to grow our
business.
We also sponsored the nation’s premier high
school baseball game, the sixth annual Aflac
All-American High School Baseball Game.
Proceeds from this event are donated to
children’s hospitals and other pediatric cancer
research organizations. And we entered into
a multiyear title sponsorship of Aflac Iron Girl
events. Aflac Iron Girl’s mission is to empower
Premium Income
(In billions)
Benefiting from strong
persistency in Japan and the
stronger yen, premium income
rose 15.2% in 2008.