I have been mesmerized by the video of the tsunami in Japan. Seemingly entire towns were washed away with the rushing water destroying and carrying everything (including burning buildings) miles from its original location. Morbid fascination perhaps, but it is riveting video nonetheless. While watching all of this video, I have learned a lot about earthquakes, tsunamis, and nuclear power in the last several weeks.
I also learned that AFLAC is Japan’s number one insurer and does about 75% of its total business in Japan. This little bit of information became public as a result of some less than humorous comments that the insanely annoying Gilbert Gottfried made about the tragedy. And, we all know that he is, or should I say was, the voice of the AFLAC duck. He was fired immediately for his offensive tweets, and the company launched a PR campaign to show their support for the Japanese people.
So, AFLAC needed a new voice for the duck and held auditions for anyone wanting to try their luck at voiceover work. You could submit your entry online, or go to one of six studios around the country to do your best duck imitation. Before you start berating the thousands of people who auditioned, the gig pays six figures just to imitate a duck (probably less than they were paying Gottfried, but still good money).
The most amazing thing about this story is that AFLAC’s brand awareness has gone from 10% to 92% since introducing the duck. That is a serious jump. Find something that works and stick with it. A good idea with good execution can survive even major changes like “your voice.” I dare say there may even be some anticipation about what the next voice will be like. I hope it isn’t just a cheap imitation of the original.
I am sure they would rather not have been forced to fire Gottfried, but they have recovered well and gotten tons of publicity around the auditions. This is a good example of how to handle a crisis. I suspect that awareness number may even inch up a point or two after this.
