While broadcast TV is still a big awareness driver for supplementary insurance brand Aflac, it’s not planned in a vacuum.
“I don’t do one-offs,” said Catherine Hernandez-Blades, chief brand and communications officer for Aflac. “I like to create an overarching strategy, and if something can’t be measured as part of a bigger umbrella strategy, it probably won’t be done.”
Aflac just launched its first commercial TV spot spearheaded by Hernandez-Blades in her new role overseeing brand strategy, advertising and marketing communications.
The goal of the TV campaign, which has digital extensions into Facebook and Twitter, is to portray the insurance provider as a comical and thoughtful companion to policyholders.
Although Aflac has previously invested in linear TV, the insurance company is starting to take a more holistic approach to its activations.
“I’m just as interested in the activations around the buy, as opposed to just the buy or the creative itself,” Hernandez-Blades said. “It’s thinking holistically about every lever you can pull throughout an activation, as opposed to just the media buy itself.”
Read more:
https://adexchanger.com/tv-and-video/to-aflac-big-tv-buys-are-never-just-a-one-off/
