Case Study: Aflac and Lemony Snicket’s - A Series of Unfortunate Events
Case Study:
An industry leader and pioneer, Aflac was the first in the insurance category to recognize the value of strategic film placements. With LEMONY SNICKET’S A SERIES OF UNFORTUNATE EVENTS, the Aflac Duck became the first advertising icon written into a tent-pole release, thus providing a platform to extend the life, role and visibility of the Aflac Duck while creating buzz and enthusiasm amongst the Aflac Sales Force.
The Aflac Duck is incorporated into the action of the film.
Film clips featuring Jim Carrey’s character were used in Aflac’s commercial, seen in a multi million-dollar advertising campaign on Broadcast and Cable Networks.
The Aflac/LEMONY SNICKET commercial is nominated for a Key Art Award for best co-branded audiovisual alignment for 2004
U.S. Box Office receipts reach $118+ Million, making it #18 in 2004’s top box office films.
Worldwide Box Office receipts totaled $160+ Million
Aflac’s extensive publicity campaign generated 154 media placements and 76,204,480 media impression
The New York Times elects Aflac’s placement in LEMONY SNICKET "The best product in a leading role."
The Aflac Duck gets ready for its close-up in Paramount Picture’s LEMONY SNICKET’S A SERIES OF UNFORTUNATE EVENTS starring Jim Carrey and Meryl Streep
Aflac made a donation to the film’s charity of choice, Children’s Hospital of LA, and donated proceeds from the sale of its Aflac “Lemony” Plush Duck to pediatric cancer research
LEMONY SNICKET’S director, Brad Silberling, meets Jennifer Walker, Manager National Advertising and Sponsorship, Aflac, at the Los Angeles Movie Premiere
Jon Voight visits with Aflac Executives and their guests at the Los Angeles Premiere of LEMONY SNICKET’S SERIES OF UNFORTUNATE EVENTS L to right (Brad Jones, Lisa Brennan, Jennifer Walker, Brett Walker, Voight, Amy Willstatter and Grant Albrecht)
