MERCADEO Versión en español
Diego Yurkievich of Conill: The work Aflac was based on the insight that Hispanics welcome the inclusion of family and friends
Manuela Walfenzao| 14 de octubre de 2016
La campaña salió con el comercial Help
Aflac announced the launching of a new national campaign aimed at Hispanics. The initiative seeks to educate Hispanic consumers on the way Aflac can help them protect their pockets during medical events not included in their plans. The campaign came with the commercial Help that is being aired on the main Spanish-speaking TV networks until the end of November. This is the second effort made by the company designed specifically for Hispanics. “Research indicates a need to provide better education within the Hispanic community about the value of voluntary insurance products” said Gail Galuppo, SVP and CMO at Aflac. “We want to share information with Hispanic-Americans in culturally sensitive ways, in their preferred language, so that families can better protect their pockets from the financial challenges of an unexpected illness or injury.”“Aflac is a fantastic and indispensable product for so many people, particularly in the Hispanic community” said Conill Executive Creative Director Diego Yurkievich. “The work was based on the insight that Hispanics welcome the inclusion of family and friends into almost every aspect of their lives, but when it comes to finances, they hesitate because it detracts from their own sense of pride and how it might affect others’ perception of their accomplishments.”The campaign had its debut during the Latin American Music Awards in Telemundo. Aflac’s duck played a crucial role in the awards, since it was the official guardian of the envelopes with the winner’s names. After walking on the purple carpet, it made several tweets on the event.The main spot opens with a Hispanic-origin woman at home with her leg in a cast. Her father tries to help her and as he asks her questions, the Aflac duck appears with all the answers. The video ends with a touch of humor, that highlights the importance of family for Hispanics.
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