Aflac’s latest Spanish language spot, “Press Conference,” 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
Aflac spokesman Jon Sullivan says the buy includes doing local radio and TV buys on Spanish language stations in Miami, New York, Los Angeles, Houston, San Francisco and Orlando. “We are also doing some related digital activations. We want to focus on areas where there is a strong Hispanic population. We find that the brand awareness is less in areas where Spanish is the preferred language, so we are looking to impact consumers in those major cities and educate them about the value of Aflac policies.”