• by Tanya Gazdik , November 1, 2017

Aflac is launching a campaign including an artificial intelligence-powered chatbot to help consumers who feel unsure during health insurance open enrollment period.

Aflac found that as many as 76% of employees are making decisions about their benefits without a complete knowledge of their overall plan. The DuckChat bot aims to ensure consumers are not feeling overwhelmed and deterred from enrolling in or applying for the right types and amounts of insurance they need.

“The Aflac Duck will help explain the importance of insurance in every person's life, no matter what life stage they may be enjoying — and help ensure consumers know more about benefits options regardless of whether they are an Aflac customer or not,” says Catherine Hernandez-Blades, chief brand and communications officer at Aflac, in a release.

The DuckChat app typically responds immediately and mimics human learning. This innovative learning style means that the more questions he is asked — from definitions of insurance lingo to the details of his life — the more he learns, the smarter he becomes and the better answers he provides. Aflac is the first voluntary insurance company to use the Facebook Messenger platform as a way for consumers to access benefit information.

“Aflac Duck Working Overtime,” introduces DuckChat via Facebook Messenger, a new 24/7 platform that will aid consumers in understanding questions that are often asked during benefits enrollment. 

The commercial, created by Publicis Seattle, broke Oct. 31, during “This is Us” on NBC and will continue to run on a variety of television programs and channels. The campaign also includes content designed for digital, search and online video advertising in addition to public relations support and sponsorships with Hulu and the CW.

Additionally, Aflac’s tens of thousands of agents and brokers will be equipped with enrollment collateral to improve their in-person benefits enrollment experience. The Aflac Duck’s Facebook, Twitter and Instagram will showcase GIFs and short videos of the duck working overtime to respond to everyone’s benefits questions.