Aflac

The primary business of Aflac, Inc., a Fortune 500 fraternity based in Columbus, Georgia, was appurtenant insurance. In an effort to work up a major push to turn around its shortsighted post recognition among consumers, the accompany hired ad room Kaplan Thaler meeting (KTG) to devise a mod campaign in 2000. KTG came up with a humorous set of TV commercials that introduced the Aflac parry, which became an ad icon. By 2004 Aflacs brand recognition stood at 90 percent, and the Duck was appearing in Hollywood films such as the 2004 hit Lemony Snickets A Series of Unfortunate Events. The company even combine the character into its logo. Surveys indicated, however, that many customers were still unsure of what Aflac actually did. The company resolute to initiate a $50 million campaign in December 2004 that would de-emphasize the Duck in favor of explaining supplemental insurance and what it provided consumers. KTG would once again mastermind all of the advertising. The new TV spots kept the Duck but travel him into the background.

For example, in The Broken Leg, the Duck busied himself writing checks to handle an chance event victims out-of-pocket expenses, while the injured man himself explained that Aflac was pickings care of all of the expenses that his primary health insurance would not cover. Another new spot featured an onscreen appearance from sarin Gottfried, the comedian who had provided the Ducks voice since the characters initial appearance in the 2000 Park Bench spot. The spots were largely successful. Aflacs revenues proceed to climb, and its brand recognition held steady. A survey conducted by the Customer Respect Group (a research and consulting firm that focused on how corporations treated their customers online) indicated that the company was also hitting new highs in customer satisfaction. Aflac continued to tweak its use of the Duck in future campaigns. If you necessity to get a full essay, order it on our website: Orderessay

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