• btobonline.com, Wednesday, April 23, 2008 11:15 AM

That Aflac duck is heading back to the workplace with a new ad campaign targeting firms of all sizes. Tagged campaign "Aflac for business," it will include TV, radio, print and online executions. "The objective is to communicate to business decision-makers that Aflac offers insurance products and services they will find of value to attract and retain employees, add benefits to their current package and possibly save them dollars," says Al Johnson, vice president, marketing services at Aflac.

The key targets are business decision-makers and human resources people. Ads are tailored for different industries and put the Aflac duck in a variety of business situations, including under a car at an auto repair shop and in the newborn section of a hospital. Print ads are running in publications including Fast Company, Fortune and The Wall Street Journal.

TV spots follow in May and Aflac is also using sports sponsorships, notably one with NASCAR. "We are using our NASCAR sponsorship in specific b-to-b efforts to gain entry into other businesses that are participating in the sport and, with the hospitality effort, we are bringing in business decision-makers to build relationships," says Johnson.

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