Aflac 2013 Annual Report Download - page 18

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THE IMPORTANCE OF AFLAC’S TRUSTED BRAND
With products that deliver value to consumers in mind, our innovative advertising stands out
in what has become an increasingly crowded and competitive market. Aflac has continued
to enhance its strong connection with consumers through commercials featuring the Aflac
Duck that have captured the attention of Japanese citizens. In doing so, we have success-
fully strengthened our brand, achieving overall awareness in Japan with more than nine out
of 10 people knowing the Aflac brand.
In addition, Aflac Japan continues to create separate and unique spin-off characters related
to the Aflac Duck to market specific products and drive sales. For example, to promote
DAYS, our enhanced base cancer policy introduced in 2011, Aflac Japan created a character
called the Blue Duck. Our Blue Duck character is intended to help foster peace, hope and
happiness for those fighting cancer.
We also created characters to promote our Aflac Japan medical products. The first character
combines the Aflac Duck with the traditional Japanese cat character called Maneki Neko to
promote New EVER, the medical product introduced in 2009. These commercials featuring
the cat/duck combination soared to number one status, beating out every other commercial
in every industry. The latest character, Black Swan, promotes our revised New EVER
medical plan introduced in August 2013. Black Swan, the arch-nemesis of the Aflac Duck,
is determined to sway consumers to make unwise life decisions, including deciding against
insurance. Fortunately, the Aflac Duck steps in to remind customers to make sound, positive
and healthy choices in life as he also reminds them of the need for Aflac products, which
provide financial protection and peace of mind.
AFLAC JAPAN – KEY OPERATIONAL METRICS
Total Number
Total Policies Annualized New of Agencies Licensed
and Riders Premiums Annualized and Banks Sales
in Force* in Force** Premiums** Representing Associates
Aflac
2013 36,117 ¥1,567,112 ¥149,308 16,293 126,584
2012 34,880 1,492,451 210,620 18,855 125,266
2011 33,372 1,343,663 161,033 20,146 120,744
2010 31,665 1,255,600 135,813 19,982 115,406
2009 29,934 1,200,437 122,345 19,635 110,528
2008 29,020 1,161,662 114,692 18,882 107,458
2007 28,443 1,125,561 114,636 18,461 100,810
2006 27,334 1,083,127 117,455 18,432 90,226
2005 26,014 1,027,762 128,784 17,960 81,751
2004 24,477 961,895 122,525 16,410 71,356
* In thousands
** In millions
16 AFLAC INCORPORATED 2013 YEAR IN REVIEW – AFLAC JAPAN