As the all-important renewal period for health insurers approaches, Laya has launched a major new €3.5m brand repositioning called “A Beat Ahead” which includes a new advertising campaign which was created by TBWA\Dublin and a new brand identity, created by Dynamo Media is being planned by Mindshare and the campaign is running across TV, radio, digital, OOH, display and video-led social.
“We’re coming up to our 10th birthday as laya healthcare and in the last 3 years we’ve doubled our brand awareness and consideration scores and outpaced the market in terms of our membership growth. Our brand is well established – we’re the No.1 most trusted health insurer , and it’s now time to evolve our brand story and bring a new articulation, look and feel to our brand vision which centres around empowering our members to look after their health and wellbeing,” says Kevin Kent, head of marketing at laya healthcare.
“Being ‘A Beat Ahead’ is as much a motivational statement as it is a reaffirmation of our long-standing promise to ‘look after you always’. By being ‘A Beat Ahead’, laya healthcare will always be ahead of our members, leading the way, always evolving, never skipping a beat, thinking of new ways to make them better, before they’re even ill. We all know we shouldn’t wait until we’re sick to look after our health, regular health checks and screenings are more important than ever and that’s the space we’ll occupy now with our new brand positioning and our research shows us that’s the reassurance and confidence our members want,” he says.
“We’re taking the strongest elements of our brand heritage and enlivening them in new ways to really pop and cut through. Our pink and blue brand colours remain and we’re introducing magnetic new visuals and graphic styles that prominently feature our distinctive heartbeat pulse. The heartbeat – a sign of life and vitality – has been a feature of our brand identity since day one. It’s a very recognisable part of our current brand identity that we will bring to prominence and life now in a dynamic new way,” Kent adds.
Storytelling takes centre stage in the new creative with Nigerian-Irish poet, performer and playwright Felicia Olusanya cast as the central character who creates a vivid picture of why being ‘A Beat Ahead’ matters.
According to Des Creedon, executive creative director at TBWA\Dublin: “In developing this campaign, we all knew we wanted something that was fresh and showed the dynamism of laya healthcare. ‘A Beat Ahead’ is the perfect platform to show how laya healthcare is a company that leads the way in healthcare and is always thinking of new ways to look after its members. Creatively, we wanted to show this powerful momentum and dynamism in a modern and bold way. One that will help to win a new generation of members that want to be empowered to stay one beat ahead when it comes to their health and wellbeing.”
Paul Arthurs, Head of Art at TBWA\Dublin adds: “Interpreting the platform of ‘A Beat Ahead’ to the viewer presented a real opportunity for a fresh new take on delivery and striking visual style. Taking our inspiration from the beats and rhythms of spoken word and percussion artists we devised a style that is colourfully dynamic, has positive momentum and propels the message in an upbeat and invigorating way. We paired this way of speaking with a visual style of effortlessly connected scenarios, with colourful characters, all in a state of forward flow. This storytelling aesthetic expresses the beats of life itself, as a shared rhythm, and an uplifting tempo we can all connect with.”
Lead Creative agency: TBWA\Dublin.
Insights agencies: Jump, Spark research, System 1
Strategic Marketing Consultancy: PT78
TV Director: Bugsy for Sweet Media
TV Production: Sweet Media
Talent: Spoken word artist, Felicia Olusanya
Media Planning & Digital: Mindshare
PR: Wilson Hartnell PR
Social media: TBWA\Dublin
Executive Creative Director: Des Creedon
Head of Art: Paul Arthurs
Copywriter: Matt Moss
Agency Producer: Cherie Clarke
Head of Account Management: Paula Kelly
Account Director: Niamh McDermott
Senior Account Manager: Amy Satelle
Account Manager: Katie Corscadden
CSO: Mandy Leontakianakis
Strategy: Shane Kelly & Michael Lawrence
Director of Social & Content: Andrew Murray
Social Media & Content Manager: Amy Tumelty
Retouching/Head of Studio – David Picquenot
Director: Bugsy Steel for Sweet Media
DOP: Luke Jacobs
Producer: Emma O’Beirne
Editor: Lee Hickey
Graphics: Donal O’Keeffe
Producer: Jess Felton
Photographer – Dave Sexton
Sound Design – Mark Richards, Director at Mutiny.