The Work: PRIVATE VIEW

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					                                                                                                                                                    www.dmnews.com | August 9, 2010 | DMNEWS | 19




                                                      Showcasing creative solutions                                                                             PRIVATE
                                                                                                                                                                VIEW
                                                                                                                                                                Andy Mendelsohn
                                                                                                                                                                Executive creative
                                                                                                                                                                director
                                                                                                                                                                Erwin-Penland


                                                                                                                                                                Aflac’s        advertising has
                                                                                                                                                                been great for a long time, but
010
              Aflac                                                                                                                                             if you don’t know what supple-
                                                                                                                                                                mental insurance is, you might
              Situation                                                                                                                                         have laughed at the duck but
              Insurance company Aflac wanted to better                                                                                                          scratched your head a bit.
              convey the exact business value the com-                                                                                                              This ingenious campaign
              pany provides to consumers.                                                                                                                       remedies that by asking folks
                                                                                                                                                                to make a video that defines
              Approach                                        we could define what we do as quickly as         Results                                          supplemental insurance in 10
              Beginning in March, consumers were invited      possible, and we started thinking maybe          Users submitted a total of 183 videos,           seconds or less, which means
              to submit 10-second videos explaining what      there was room for a social user-generated       which received 320,000 views to date             they first must find out for them-
              the company can deliver for customers. The      campaign.”                                       across the two sites. Consumers cast             selves. Pretty brilliant. My only
              user-generated campaign was an extension           Aflac worked with its agency of record,       69,000 votes during the campaign.                beef is that the winning videos
              of a commercial that features race car driver   Zimmerman, on the campaign, as well as           The winner received $25,000 and two              are all significantly longer than
              Carl Edwards, explaining in 10 seconds          digital agency Stuzo, for the campaign’s         runners-up each received $1,000 and an           10 seconds.
              what Aflac offers to policy holders.            Facebook presence. Users could upload vid-       Aflac-branded snowboard.
                 “We feel confident if people understand      eos through the Facebook page or through            “I expected engagement to fall off once       The notion of action needed
              what we sell, we’ll go from household name      Aflac.com. Visitors then voted for a favorite.   the contest was over, but it hasn’t, and so      versus action taken in
              to a household need,” said James Wisdom,           The company had success driving users         we’ll be reusing the content across social       Motorola’s ES400 campaign
              director of new media at Aflac. “The Carl       to the video pages through Facebook ads,         media,” Wisdom added.                            is clever. I’m sure it resonated
              Edwards commercial was to show how              Wisdom said.                                                                  —Kevin McKeefery    with those who spend their days
                                                                                                                                                                in multitask hell. The thinking is
                                                                                                                                                                dead-on.
                                                                                                                                                                   The initial execution looks

                                                                                          2
                                                                                                                                                                a little dry and dated, but it
              Motorola                                                                                                                                          revved up when it began to dis-
                                                              
				
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posted:8/25/2010
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Description: "We feel confident if people understand what we sell, we'll go from household name to a household need," said James Wisdom, director of new media at Aflac. "The [Carl Edwards] commercial was to show how we could define what we do as quickly as possible, and we started thinking maybe there was room for a social user-generated campaign."
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