Aflac, Disney's Pixar partner on integrated campaign for 'Toy Story 3'

Share this article:

Aflac and Disney's Pixar unit launched a co-branded campaign May 17 celebrating the Aflac Duck's 10th birthday and the release of the Toy Story 3 motion picture.

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.” 

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.