Aflac rolls out b-to-b campaign

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Another ad, aimed at the health care industry, shows the Aflac duck in the newborn section of a hospital. Copy reads, “When this hospital learned that Aflac was delivered to them at no direct cost, it was a welcome addition.”

Print ads are running in publications including Fast Company, Fortune, Fortune Small Business, HR Executive, Inc. and The Wall Street Journal.

TV spots, which will begin airing in May, will feature the duck in a variety of different business decisions. The campaign also includes radio ads in select markets.

In addition to the new ad campaign, Aflac is using sports sponsorships, including a program with NASCAR.

“We are using our NASCAR sponsorship in specific b-to-b efforts to gain entry into other businesses that are participating in the sport and, with the hospitality effort, we are bringing in business decision-makers to build relationships,” Johnson said.

The company is also sponsoring the Aflac Iron Girl Event Series to target women in business.

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