With the all-important health insurance policy renewal period now underway, Publicis Dublin has rolled out a new campaign for Laya Healthcare that taps into the instinctive speed at which parents react when their children need them.
The new campaign, “Parent Reflexes”, builds on Laya Healthcare’s existing “Always a Beat Ahead” brand platform and highlights the benefits of faster access to everyday healthcare for families.
Built around the insight that parents develop an almost instinctive ability to spring into action when their children need help, the campaign draws a parallel between these quick reactions and Laya Healthcare’s focus on providing timely access to healthcare services.
According to Publicis Dublin, the creative approach aims to move beyond the functional benefits of speed to highlight the emotional reassurance that comes with knowing healthcare is readily accessible when families need it.
“The moment you become a parent, it’s like you instantly develop these reflexes you never knew you had. When they need you, you move at the speed of light,” said Peter Dobbyn, creative director, Publicis Dublin.
“Laya has always been associated with speed, but we needed to take this beyond a functional claim and really land the emotional benefit. Comparing Laya’s speed to that of a parent’s reflexes felt like a simple and relatable way to bring this to life. As a dad to three young boys, I can definitely relate.”
Rebecca Trevor, head of marketing and consumer sales, Laya Healthcare, part of AXA, said the campaign reflects the health insurer’s understanding of the challenges facing busy families.
“We understand that family life doesn’t always go to plan. Whether it’s a small concern or something more serious, acting quickly can make all the difference,” she said.
“This campaign reflects our commitment to helping members access the right care at the right time, empowering families to get ahead of health concerns and enjoy greater confidence and peace of mind every day.”
The integrated campaign will run across TV, video-on-demand, out-of-home and digital channels. It is designed to build brand consideration and encourage families to switch to Laya Healthcare.
Credits
Client: Laya Healthcare
Head of Marketing and Consumer Sales: Rebecca Trevor
Marketing Manager: Emma Butler
Brand Managers: Elaine Murphy & Louise Leahy
Agency: Publicis Dublin
Creative Directors: Peter Dobbyn, Pedro Gropo
Senior Art Director: Ivona Poljak
Senior Copywriter: Lucy Mortell
Motion Graphics: Cormac O’Connor, Karen Barry
Head of Strategic Planning: Fay Quilligan
Integrated Strategist: Sarah Greeley
Business Director: Karen Muckian
Account Director: Cormac Dooley
Account Manager: Shreeha Hegde
Head of Production: Niamh Skelly
Production Company: Banjoman
Director: POB
Executive Producer: Keith Bradley
Head of Production: Matt D’Arcy
Production Manager: Aoife Cribbin
Production Coordinators: Kate Gurren, Aoife McCarthy
Director of Photography: Daniel Sedgwick
Production Design: Anya Tavlinska
Post-Production
Editor: Rob Hegarty, Mustard
Post-Production Company: Gabha
Executive Producers: Daffyd Upsdell, Jess Felton
Colourist: Pete Oppersdorf
