Problem: People know of Aflac. People know of the duck. But people do not know what Aflac does, which is to provide supplemental insurance.
Objective: Make Aflac the prime brand for supplemental insurance, while emphasizing the importance of having it.
Strategy: Life happens—for better or worse. Have Aflac and you don’t have to worry about what comes next.
Considerations:
UX: Need copy that both engages on a human level but is also actionable, educational, and optimized for the improved design.
SEO: Needs to include target and semantic keywords to improve search rankings.
Creative: Copy themes needs to offset the negative connotation insurance has, while staying actionable and human.
Legal: Must not not overpromise or oversell Aflac policies.