Aflac 2014 Annual Report Download - page 30

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28
The Aflac Duck has been the protagonist in one of the most successful advertising
campaigns ever. Since the Aflac Duck first appeared on the scene 15 years ago, he’s
appeared in more than 80 commercials that have placed our rambunctious feathered
friend in situation after hilarious situation, propelling Aflac’s brand awareness to new
heights. Over the years, by leveraging the popularity of the Aflac Duck, more than
nine out of ten Americans recognize the Aflac brand.
But the Aflac brand isn’t just about the Aflac Duck or our advertising – it’s about
how we take care of our customers, including policyholders and payroll accounts.
We believe it’s important to not just meet, but to exceed the service expectations of
all of our customers whenever possible. With that in mind, in 2014, the Aflac Duck
was back in action, conceding that while he may not be the world’s best yoga
student, handyman or golfer, he’s an expert at paying claims fast. This campaign
was designed to convey Aflac’s mission to pay claims quickly so policyholders can
focus more on recovering from injury or illness and less about financial worries.
We further emphasized our ability to pay claims fast, launching One Day PaySM
in February 2015. One Day Pay is an industry-first initiative that allows us to process,
approve and pay eligible claims in just one day, getting cash in the hands of policy-
holders. We estimate that 70% of our policyholders can use One Day Pay for their
claims, and in 2015, we expect to process a large number of claims within the
parameters of One Day Pay. We will continue to pursue initiatives designed to “own
the customer experience” and further enhance customer satisfaction.
The “
Duck Does Yoga
” commercial
premiered in August 2014 and continued
Aflac’s campaign of contrasting activ-
ities that the Duck does not do well to
how quickly the company pays claims. In
this commercial, the Duck found himself
quite out of place in a serene yoga studio.
While the Aflac Duck might not be great
at yoga, or many other activities, what
he does do well is help Aflac pay claims
quickly so policyholders can focus on
recovering from injury or illness without
worrying about their finances.