Kayo Sports has unveiled its latest brand marketing campaign for the upcoming season of winter sports, declaring itself to be ‘Scary Good’.
It follows the launch campaign of November, and debuts today in line with the winter sports seasons for the Toyota AFL Premiership, NRL Telstra Premiership, rugby and motorsport.
Kayo Sports chief marketing officer Carly Loder says that the new campaign is focused on highlighting Kayo’s huge range of content, excellent value and unrivalled features.
“The winter codes campaign launches the next evolution of the brand and Kayo’s attitude is brought to life with the ‘Scary Good’ platform, which exists not only in the new look and feel but as a symbol of Kayo’s internal and product ethos.
“The ‘tear’ creative represents tearing up the rulebook to reveal a sports streaming service that’s so good, it’s scary.
“Whether that be over 50 sports in one place, no lock in contracts or the ability to stream what you want, where you want, at any time.
“This is reinforced by the many game-changing features that put the consumer in control, all at the scary good price of just $25 per month.
“Now that Kayo has established a brand foundation, we’re excited to introduce more of our own attitude and really showcase what sets Kayo apart”.
Kayo partnered with Host/Havas, Havas Media and Wellcom Worldwide on the ‘Scary Good’ campaign, which is in market tomorrow with over 2,800 OOH executions, 51 radio stations across metro and regional radio, weekly press executions and digital activity reaching millions of sports fans every day.
This upcoming batch of sporting experiences is expected to be a lucrative one for Kayo Sports, with News Corp chief executive Robert Thomson describing it as “the peak selling season for the most popular winter sports in Australia”.