Laya Healthcare have partered with The Irish Times Group for their new “Driven” series with Johnny Sexton. The campaign is running across contextually relevant print environments in the Irish Examiner and The Irish Times and digitally through the Group’s network of sites.  

‘Driven’ is a unique insight into how Johnny Sexton has remained at the elite end of professional rugby for so long. In the series, Johnny trades stories with other Irish athletes on who and what influenced their careers, and what drove them to be so successful. The series is unexpected in its approach, with very candid discussions between Johnny and various sports personalities.

According to Kate O’Leary, Managing Partner at Mindshare, “We needed to place it in environments that would reach both a rugby-interest audience, but with broad national appeal aswell, and align with a certain tournament in France! It was an easy decision to partner with the Irish Times & Examiner, having successfully run previous rugby related campaigns with them, as we knew they had the capability to deliver the perfect audience target, contextual placements and synergy with the content, across print, digital, native and subscriber content.The campaign is ongoing, and already a huge success in terms of viewing performance across the series of videos. There is more content to come as we follow Johnny’s, and Ireland’s, efforts in France. Watch this space!”

Frazer Waters from The Irish Times Group, added: “We are delighted to partner with Mindshare for Laya Healthcare’s “Driven” campaign with legend Johnny Sexton at the heart of it. The Irish Times Group prides itself as being the ‘home of Rugby’ delivering unrivalled, comment, opinion and analysis from the best voices in the business. Utilising the strength of both publications presents Laya with an opportunity to align with the editorial credibility and reach 2.1*m adults each week across the nation. Throughout the campaign, “Driven” will feature alongside our Rugby World Cup coverage, in contextually relevant print environments and digitally through the use of Audience Solutions, our 1st party DMP will reach Laya’s target audiences across our network of sites.  Results to date have outperformed expectations and we look forward to continuing to build our partnership and relationship with both Laya Healthcare and Mindshare. “