Fans of Connacht, Leinster and Munster rugby identify what sets their team apart to inform a new campaign as part of its sponsorship of Leinster, Munster, and Connacht Rugby.
Laya healthcare is the proud health and wellbeing partner of Leinster, Munster, and Connacht Rugby and is celebrating eight years of rugby sponsorship in Ireland. The new “A Beat Ahead” campaign brings the best of laya healthcare to provincial rugby and is designed to uniquely connect fans with their team.
To bring the campaign to life, rugby fans from each province were chosen to identify and articulate the nuances of what it is to be a fan of Leinster, Munster, or Connacht Rugby. Through a range of research techniques involving a number or stakeholders, a host of key insights were identified. These points fed into an overarching campaign platform and a bespoke executional strategy for each province, showing exactly what it takes for each club to distinctively be, to be a beat ahead. The results found that:
The Connacht team is about AMBITION, what was once seen as the weakest of the four provinces had a major comeback story in 2015, where Connacht were the Pro-12 champions, beating no less a force than Leinster in an epic encounter in Murrayfield.
Munster’s heritage and community is built on TOGETHERNESS. We found that they are the “team of everyman” – every person is welcome to Thomond Park or Musgrave Park, the club’s home grounds in both Limerick and Cork.
The Leinster team is set apart by their STYLE & EXHILARATION. It’s what Leinster has done with this abundance of talent that makes them unique. They have always looked to foster youngsters who have the ability to light up a stadium.
Purpose of campaign
Laya healthcare’s latest campaign for rugby sets a tone for how laya healthcare can breathe life into its sponsorship. This tone is future-focused and designed to inspire powerful momentum for the sponsorship through meaningful engagement with fans. With this creative, we have celebrated the provinces in a new way using storytelling to discover the unique insights that only true supporters would know. The campaign is a fan-centric celebration of each club.
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