Aflac 2015 Annual Report Download - page 20

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18
Aflac’s Brand: More than Four
Decades of Building Trust
Aflac has established a trusted brand in
Japan, and we continually seek oppor-
tunities to leverage our brand through
innovative advertising campaigns in our
efforts to drive sales. Our advertising is
unique in an increasingly crowded and
competitive market, especially within the
medical insurance category.
In 2003, Aflac Japan began using the
Aflac Duck, and its popularity continues
to connect with consumers today.
On an ongoing basis, Aflac Japan
created separate and unique spin-off
characters related to the Aflac Duck
to market specific products and help
drive sales. In 2014, which was Aflac’s
40th year of operations in Japan, we
introduced an advertising campaign
there featuring a new character called
“Hajimete,” or “Pioneer,” Duck to
promote New Cancer DAYS, our most
recent cancer product offering. This
character was developed to remind
customers that Aflac was the “pioneer”
of cancer insurance in Japan.
In 2015, we built on the popularity of the
Hajimete Duck in a commercial that also
features characters representing Aflac’s
founders and their quest to create products
that help provide financial protection
following a serious medical event.
By leveraging the popularity of the Aflac
Duck through different characters over the
years, nine out of ten people recognize the
Aflac brand. We will continue to connect
with consumers through innovative
marketing campaigns for our product line.
Aflac Japan created the “Hajimete,” or “Pioneer,” Duck to promote our New Cancer DAYS product and remind
customers that Aflac was the pioneer of cancer insurance in Japan. This 2015 commercial features three brothers
collaborating on the creation of a cancer insurance product to ease the financial burden of people facing cancer.