Aflac Debuts New TV Ad "Press Conference" En Espanol Company Seeks to Improve Brand Education in Growing Hispanic Markets
COLUMBUS, Ga., Jan. 22, 2013 /PRNewswire/ -- Aflac, the number one supplemental insurance company in the United States, introduced its latest Spanish language television commercial, Press Conference. This fresh advertising story begins with a commercial titled Press Conference, in which a "doctor" answers questions about an undisclosed accident that has caused the Aflac Duck to be hospitalized with injuries to his beak and his wing, turning the iconic spokesduck into a policyholder.
The integrated campaign seeks to broaden the awareness and understanding of the Aflac brand in the Hispanic marketplace, which is significantly lower than in English-speaking market segments. It will include two attention-grabbing television commercials along with radio and digital activations. In Press Conference, viewers are directed to MejoratePato.com (GetWellDuck.com), where they will find a wealth of information in Spanish about Aflac, its products, and the Aflac Duck. Latinos currently number over 50 million, comprising an estimated 16.4% of the total U.S. population.1
"With the Latino purchasing power in the U.S. expected to top $1.6 trillion by 2016, we want to raise the relevance of the Aflac brand with individuals whose preferred language is Spanish," said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna. "This campaign will grab the attention of viewers, help educate them about our company in a culturally sensitive way, and prove how Aflac is a vital component of anyone's financial security."
According to the National Safety Council, accidental falls account for more than 8.7 million emergency room visits in the United States each year. And, data from Face the Facts, a project of The George Washington University, shows that the average cost of a hospital stay in the U.S. was $33,079 in 2010. However, the 2012 Aflac WorkForces Report indicates that half (51%) of U.S. workers said they have less than $1,000 for such emergency expenses and 28% have less than $500.2
"With so many Hispanic Americans living with limited funds for emergencies, now, more than ever, Aflac policies can help protect families from the out-of-pocket costs of an unexpected accident or illness," Zuna said.
Press conference is currently airing on Spanish language local television stations in Miami, New York, Los Angeles, Houston, San Francisco and Orlando.
When a policyholder gets sick or hurt, Aflac pays cash benefits fast. For more than 55 years, Aflac insurance policies have given policyholders the opportunity to focus on recovery, not financial stress. In the United States, Aflac is the number one provider of guaranteed-renewable insurance. In Japan, Aflac is the number one life insurance company in terms of individual policies in force. Aflac individual and group insurance provides protection to more than 50 million people worldwide. For six consecutive years, Aflac has been recognized by Ethisphere magazine as one of the World's Most Ethical Companies. In 2013, FORTUNE magazine recognized Aflac as one of the 100 Best Companies to Work For in America for the 15th consecutive year. Also, Fortune magazine included Aflac on its list of Most Admired Companies for the 11th time in 2012. Aflac Incorporated is a Fortune 500 company listed on the New York Stock Exchange under the symbol AFL. To find out more about Aflac, visit aflac.com or espanol.aflac.com.
1Synovate 2010 U.S. Diversity MarketsReport Sept. 2011.
22012 Aflac WorkForces Report, a study conducted by Research Now on behalf of Aflac, January 24–February 23, 2012.