Kayo Sports and ‘Whenever Sport is Everything’ via Special
Kayo Sports is reminding footy fans that when life doesn’t leave much time for sport, it’s the perfect solution with its new campaign, Whenever Sport is Everything, via Special.
With nearly all of Australia’s die-hard sportspeople already being subscribers, Kayo Sports has turned its attention to fans with competing priorities, to enable them to make the most of the time they have to watch sport.
Kim McConnie, Kayo Sports Marketing Director, said: “This season we’re taking a new approach by letting busy sports fans know that we understand their time is precious and that supporting their favorite team can’t always be the top priority observe.
“We want them to know that Kayo Sports fits seamlessly into their busy lifestyles, it doesn’t have to be an either/or decision. We are Australia’s most popular sports streaming service, empowering fans to watch their team when, where and how they want.”
Led by a TVC featuring NRL coaching legend and new Dolphins leader Wayne Bennett starring in his first branded campaign, plus Rabbitohs star Latrell Mitchell and Collingwood captain Scott Pendlebury, the campaign will also be broadcast across OOH, radio, online, social , display to be seen and cinema for the first time.
In partnership with Mindshare, the campaign targets potential fan growth areas identified using highly targeted ad tools to match NRL and AFL teams to their potential fan growth zip codes, OOH, radio and digital media will be used to create a sense of community create scaled path. Weekend upweights and countdown messages are also used to provide additional punch and excitement in games exclusive to Kayo Sports.
Kayo Sports is the best place to watch every game of every round during the 2023 AFL and NRL regular season, meaning whenever you have time to watch a game, you can catch it on Kayo Sports. Live, on-demand, or in bite-sized highlights for those short on time.
Harry Neville-Towle, creative director at Special, said: “Apparently fans have a life outside of sport. While this was new to us, it meant there was a large audience beyond the uber-fans that Kayo Sports traditionally serves, and one that we could reach with a message of flexibility, functionality and greater coverage to help busy fans to make the most of their time for the sport.”
Linda Tyson, Managing Partner of Mindshare, said: “We are delighted to see this new evolution of Winter Codes come to life. With our multitude of touchpoints from TV, cinema, fitness studios, radio and a variety of OOH formats, this campaign will not be overlooked.”
The campaign runs from Sunday 12 February.
Credits:
Customer: Kayo Sports
Kim McConnie: Director of Marketing
Matthew Bartolo: Senior Marketing Manager
John Matthews: Executive Director, Acquisitions and Partnerships
Tim Micallef: Head of Media & Planning
Creative Agency: Special
Cade Heyde: Partner, CEO
Lindsey Evans: Partner, CEO
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartman: Partner, CSO
Will Moore: Strategy Director
Max McKeon: Creative Director
Harry Neville-Towle: Creative Director
Jeff SeeffSenior Creative
Joel GrunsteinSenior Creative
Adam Shear: Head of Engineering
Fraser Kelton: Editor
Sevda Ćemo: Head of Film and Content Production
Alyce Guy: Executive Producer
Tori Lopez: CEO
Jake Stopper: Team leader
Genevieve Bowes: Managing Director
Media Agency: Mindshare
Linda Tyson: Managing Partner
Elliott Eldridge: Head of Strategy in Sydney
Sarah Newcombe: Liaison Planning Director
Remona Salem: Group Investment Director
Emily Harris: Investment Manager
Lee Vargas: Investment Manager
Oliver Poiner: Investment Manager
Production company: Fink
Alex Roberts: Director
Nick Simkins: Executive Producer
Julianne Shelton: Producer
Post Production: The Editors, Rumble Studios
Rohan Zerna: Offline Editor
Ben Eagleton: Degrees
Heather Galvin: Online Editor
Liv Reddy: Head of Post Production
Sound production: Rumble Studios
Still Production: Sam I Am
Tobias Rowles: Photographer
Rich Cole: Stills Producer
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