Kayo and goa Billboards have teamed up to celebrate this summer’s Ashes series with a new Brisbane-based campaign informing fanatics they can watch the cricket anywhere with Kayo.
The campaign was launched last week to coincide with the start of the famous cricket test series, and saw multiple OOH points stopping traffic and bringing Australia’s favourite game to life.
The Foxtel-owned streaming platform leveraged goa’s whiz-bang 50m2 curved screen – as well as a promotional full-length cricket pitch – to let passers-by know they can access the cricket all summer long with Kayo.
The platform is poised to cover the summer’s biggest cricket outings, including every 2021/2022 Ashes Test, every Men’s and Women’s International played in Australia, every match of the Men’s ICC T20 World Cup and every match of the KFC BBL and Weber WBBL.
All matches will be available live and ad-break free during play.
“The Ashes are a fantastic addition to summer that is stacked with the best cricket possible,” said Kayo Sports director of marketing, Kim McConnie.
“Outdoor advertising is an important part of our advertising mix – and serves as a great reminder to our audience on the run into game day.”
Goa’s CEO, Chris Tyquin said the activation is the perfect example of doing outdoor right.
“The engagement we had this morning was outstanding. Drivers were beeping, passengers were filming and sharing on socials and our audience left the experience with a smile on their face and cricket on their mind.
“With the unique placement of our screens and an innovative approach to OOH, we really brought to life that Kayo is the home of cricket.”
Mindshare’s investment manager Emily Harris, who planned the campaign, added, “We just love working with the goa team and our contact Paul Shipley.
“They are always eager to work with us, going above and beyond on any brief. This execution is testament to that: all the goa team went to the sports store, purchased cricket whites, and went and had a mock game of test cricket on site.
“It’s an amazing execution that we are all incredibly proud to have been involved with.”
Goa have previously worked on campaign activations with Ladbrokes and KFC.
