Aflac, Disney's Pixar partner on integrated campaign for 'Toy Story 3'
Aflac partner The Zimmerman Agency worked on all campaign components except television ads, which Disney and its agency the Kaplan Thaler Group produced.
The effort has online advertising, social media, sweepstakes, print and television advertising elements. The creative features the Aflac Duck and the Toy Story franchise's Woody and Buzz Lightyear characters navigating tough times in the Toy Story daycare center. The effort's goal is to highlight the need for insurance in an uncertain world.
“We wanted to position the Aflac Duck with one of the biggest blockbusters of the summer,” said Jeff Charney, SVP and CMO of Aflac. “The campaign targets families.”
Print and banner ads are using the tagline, “Even the toughest of us can use a little extra protection.” Disney has scheduled a June 18 release for Toy Story 3.
Aflac conducted the “You don't know quack,” campaign earlier this year. It featured work from The Zimmerman Agency, Firstborn and Stuzo, including a user-generated video contest called “10 Second Challenge.”