Aflac debuts 'You don't know quack' campaign

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Insurance giant Aflac has launched a campaign with Internet marketing, social media and out-of-home advertising components, even as it searches for a new ad agency.

The effort, called “You don't know quack,” launched January 11. Its goal is to expand brand awareness to educate consumers about the type of insurance that Aflac provides. The company does not pay medical bills but provides money for individuals when they are sick.

The effort includes homepage takeovers, e-mail, direct mail and display ads, as well as a microsite, TV ads and social marketing with content on YouTube and Facebook. Out-of-home ads will also run in locations including Sunset Boulevard in Los Angeles and Times Square in New York. The brand is also running “duckumentaries” in movie theaters – mini-documentaries about real people and the assistance Aflac has provided them. The initiative will run for at least six months, according to Jeff Charney, SVP and CMO of Aflac.

“We are looking to acquire new customers, as well as better serve existing customers, letting them know what we do,” he said.

The Zimmerman Agency created the campaign with support from Aflac's in-house marketing team and The Kaplan Thaler Group, which has worked with Aflac since 1999 and created Aflac's duck character.

Since last month, Aflac's marketing account has been in review. Select Resources International is conducting the process. Kaplan Thaler is not participating.

“We are looking to find a new partner who can take us through the next 10 years, and we are looking to build the momentum with what we have already started,” said Charney. “[Kaplan Thaler] was invited to participate in the review but they chose not to.”

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