This week Laya healthcare unveiled it's latest endeavour, 'Driven,' a multi-platform campaign featuring a five-part video series in conversation with their brand ambassador, Johnny Sexton, that delves into the profound self-belief of some of Ireland's greatest sports stars.
Created in collaboration with Legacy Communications, and produced by Motherland, 'Driven' is set to inspire and captivate audiences as brand ambassador Johnny Sexton engages in heartfelt and unique conversations with other sporting legends, hosted by Richie Sadlier.
With 'Driven,' viewers gain an exclusive peek into what motivates Johnny Sexton, and insight into some of Sexton’s most memorable moments on and off the pitch. The series features intimate discussions with Leona Maguire, Henry Shefflin, Cora Staunton, and Johnny's brother, Mark Sexton, about the rise of their individual sporting careers and what drove them to perform at their best even through tough times. Through their anecdotes and insights, the series offers a rare glimpse into the inner drive that powers these iconic athletes.
Kevin Kent, Head of Marketing at Laya healthcare, expressed his excitement about this monumental project for the brand, saying, "We are delighted to unveil 'Driven,' which represents our largest celebration of our rugby sponsorship and ambassador work to date. Johnny Sexton's commitment to excellence aligns perfectly with Laya healthcare's dedication to promoting health and wellbeing. 'Driven' showcases our shared values of determination and resilience."
Rebecca Trevor, Marketing Manager at Laya healthcare, stated, "In what marks our most comprehensive digital strategy to date, we’ve crafted a plan that harnesses the anticipation surrounding the Rugby World Cup. With the support of Mindshare, we strategically orchestrated the release of each episode within the series to coincide with Johnny Sexton's prominence in the nation’s consciousness, ensuring maximum impact. Our commitment to elevating the 'Driven' series is reflected in our fully integrated approach, which consists of strategic media partnerships, thoughtfully timed press advertorials, dynamic web updates, and direct-to-member communications.
Mary McGuire, Associate Director at Legacy Communications, shared her enthusiasm about the creative journey behind 'Driven': "Creating and delivering this unique campaign to honour the incredible career of one of Ireland's sporting greats in partnership with Laya healthcare has been truly exciting. 'Driven' is a testament to Johnny Sexton's inspirational journey, and we are proud to be part of it with so many incredible Irish athletes."
The 'Driven' series promises to be a must-watch for sports enthusiasts, offering a deep dive into the minds of Ireland's greatest athletes, fuelled by their unwavering determination. With Johnny Sexton at the helm, 'Driven' brings forth the stories of these iconic athletes who have risen to legendary status through their unwavering belief in themselves.
With the first episode released this week, stay tuned to layahealthcare.ie/driven or Laya healthcare’s youtube channel for further updates and exclusive content over the coming weeks.
