Kayo and Special Are There for You ‘When Sport Is Everything’
Kayo Sports is reminding football 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 athletes already subscribing, Kayo Sports has turned its attention to fans with competing priorities so they can make the most of the time they have to watch sport.
Kayo Sports Marketing Director Kim McConnie said: “This season we’re taking a fresh 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 only sports streaming service that allows 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-ever branded campaign, as well as Rabbitohs star Latrell Mitchell and Collingwood captain Scott Pendlebury, the campaign will also be broadcast across OOH, radio, online, social , exhibition 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 only place to catch every game and round during the 2023 AFL and NRL Regular Season. So if you have time to watch a game, you can guarantee it’s happening 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.”