Aflac 2013 Annual Report Download - page 28

Download and view the complete annual report

Please find page 28 of the 2013 Aflac annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 40

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40

In January 2013, Aflac embarked on
the “Duck Out of Work” campaign in
which the Aflac Duck was injured and
followed him on his road to recovery.
The campaign allowed consumers the
opportunity to see how Aflac policies
can help in their time of need.
LEVERAGING AFLAC’S STRONG BRAND
We’ve established a strong brand that’s tremendously popular with
consumers, along with a reputation for paying claims fairly and promptly.
We believe Aflac’s trusted market-leading brand position serves to broaden
the appeal of our products to consumers throughout the United States.
The Aflac Duck has been the protagonist in one of the most successful
advertising campaigns ever. Over the years, our feathered friend’s wings have
extended further than any other duck, appearing in more than 70 commercials
that have helped catapult Aflac into 92% brand recognition among Americans.
In 2013, the “Duck Out of Work” campaign followed the Aflac Duck as he
underwent a series of challenges that many people recovering from an
unexpected accident or illness know all too well. The campaign took viewers
through a firsthand perspective of the Aflac Duck’s recovery to shed light
on how an accident may impact someone’s life and how Aflac’s insurance
policies can help protect families against common financial setbacks. The
fully integrated campaign also included substantial online and print adver-
tising, featuring an interactive social media component posting strong results.
Most importantly, we want to educate consumers about what our products
can do to help them, particularly in this uncertain economic landscape.
26 AFLAC INCORPORATED 2013 YEAR IN REVIEW – AFLAC U.S.