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Brief
Launch with integrated campaign across all media to generate more sales and to announce their new name.

Background
Laya Healthcare used to be called Quinn Healthcare and BUPA before that, however the name Quinn had various negative connotations attached to it. They needed a new name and brand that would turn the company around.

Approach
I led our team in presenting multiple naming options and branding styles. We chose an acrynom for the new name Laya (looking after you always). Research gave us a good steer on the colour palette for the identity and overall brand.

My team and I pitched several concepts and the chosen one was called emotions. Healthcare is bought from an emotional standpoint, unlike other types of insurance with are mostly bought without emotion.

Outcome
A very happy client, they were embarking on a new venture with a management buy-out and a new name, they were all very excited. We ran a comprehensive Television campaign, supported by radio, outdoor, press, social media and a substantial PR launch event. The campaign has run over the last 18 months in its various guises as brand led and several tactical spots, to raise awareness of Laya Healthcare’s offering.