The effort thanks America for its support during the global financial crisis, as well as highlighting AIG’s recovery, commitment to the communities it serves, and the full repayment of U.S. government support. Since September 2008, America committed a total of $182.3 billion in connection with stabilizing AIG during the financial crisis. Since then, through asset sales and other actions by AIG, the Federal Reserve, and the U.S. Department of the Treasury, America recovered that $182.3 billion, plus a combined positive return of $22.7 billion – for a sum total of $205 billion.
Creative and media are handled by PARTNERS+simons Boston. “Thank You America” debuted 1/1 and features employees from around the country telling AIG’s story and sharing their pride in the company. The ads also show how AIG helps American communities rebuild – acting as the lead insurer at the new World Trade Center, helping Joplin, Missouri, come back from a devastating tornado in 2011, and assisting the East Coast as it recovers from Hurricane Sandy.
The effort runs for two weeks and includes broadcast, online, and print. Television ads will run on high impact programming: sporting events, including NCAA Football Bowl Championship Series games and NFL playoff games; national morning shows including The Today Show and Good Morning America; and primetime television, including The Golden Globes, 60 Minutes, and Dateline.
Print will appear in upcoming issues of major publications, including The Economist, The Financial Times, The Houston Chronicle, The Los Angeles Times, The New York Times, USA Today, The Wall Street Journal, and major trade journals. Online ads buys include a masthead and mobile roadblock on YouTube, and homepage takeovers of nytimes.com, MSN.com, WSJ.com and Yahoo!.
See the TV spot: