New sports streaming service Kayo Sports has launched a national campaign via Havas Group to educate consumers about what the product is and the breadth of sports on offer.
The strategy behind Kayo was to build a sports streaming service to suit all types of fans. Research uncovered that Australia is a nation of sports lovers but fans wanted a different/new experience when watching their favourite sport.
To overcome, that Kayo put Australian viewers at the heart of the product and created a platform where they were in control, from how they view the content to how and where they watch and ultimately how they paid for it.
The product has no contract, a price of $25, and features like SplitView so you can see multiple sports at once, a No Spoiler feature and Key Moments that lets people just view the highlights of a sporting event.
The national campaign features the new generation of sports stars who embody the attitude of the brand including Ben Simmons, Glenn Maxwell, Ash Barty, Stephanie Gilmore, Mitchell Marsh, Patrick Cripps, Latrell Mitchell and Ellia Green.
The outdoor element of the campaign features over 30 athletes and 2,000 pieces of locally tailored material, while the radio element includes a sports challenge featuring celebrity ambassadors.
Top-tier influencers are also being used to create awareness of Kayo through social and digital and a micro-influencer strategy heroes the distinct features of the Foxtel-owned platform.
All digital performance media is delivering personalised messaging using Adobe AdCloud.
CREDITS
Havas Group (Host/Havas, Havas Media, Red Agency, One Green Bean)
Kayo Sports creative team
Fin Design & Effects
Accordant
Adobe
Wellcom
