Case Study: Aflac and Disney/Pixar’s “UP”

Case Study:

In 2008 Bridge To Hollywood brought Disney/Pixar’s UP to Aflac’s attention and a picture perfect sponsorship was launched. UP became Disney/Pixar’s second highest grossing film in Pixar’s history.

Brief Synopsis:

UP’s opening montage introduces audiences to Ellie and Carl as children showing how they met, became friends, got married, bought a home, repaired their home and supported each other during good times and bad. Ellie and Carl would save their pennies in a jar so that one-day they could afford to take their dream trip to Paradise Falls. But life’s unexpected occurrences – a broken leg, home repair and an unforeseen illness -- forces Carl and Ellie to take money out of that precious jar. Sadly, the two never get to travel together to Paradise Falls.

Aflac’s Program:

The collaboration with Disney/Pixar's UP was right on message because Aflac pays you cash fast if you're sick or hurt and can't work. Aflac's thirty-second TV commercial produced by Pixar and The Kaplan Thaler Group featured Aflac's famous duck putting money back into Carl and Ellie's savings jar when time and time again they needed to take money out for unexpected reasons. The commercial ran on network prime and cable networks.

 

In addition to airing the commercial on network prime time and cable, Aflac produced the following promotional elements to extend the partnership:


 

Plush stuffed ducks dressed in clothes resembling young Russell were distributed to Aflac employees, sales teams and clients.


The Aflac #99 NASCAR vehicle driven by Carl Edwards and wrapped with UP creative assets made its television debut on May 9, 2009 during the Southern 500 NASCAR race at Darlington Raceway and televised on FOX. Prior to the race the car was shown at Pixar Studios during the UP Press Event


 

Several families from the Aflac Cancer Center in Atlanta attend UP’s Hollywood Premiere


Private screening for Aflac employees and their families in Columbus, GA and thirty-city market screenings for Aflac sales teams and their clients.



Next
Next

Case Study: Aflac and Toy Story 3