The ultimate goal was to expand brand awareness and educate consumers about the type of insurance that Aflac offers. So we created the “10-Second Challenge,” asking Aflac consumers to take an online user-generated video contest and creatively explain Aflac’s value in 10 seconds. People submitted their own descriptions of Aflac to the Aflac Duck’s Facebook page (View project online). An Aflac panel picked the ultimate winner, who received $25,000. The contest was very successful and created a huge increase in brand awareness.