Kayo Sports has teamed up with Special and Mindshare for its new campaign, “Whenever Sport is Everything.”
Kayo Sports has turned its attention to fans with competing priorities, allowing them to make the most of the time they do have to watch sport.
Kim McConnie, Kayo Sports marketing director, said: “This season, we are taking a fresh approach by letting busy sports fans know that we understand their time is precious and that watching their favourite team can’t always be the top priority.
“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 favourite sports streaming service that allows fans to watch their team whenever, wherever, and however they want.”
Led by a TVC featuring NRL coaching legend and new Dolphins leader Wayne Bennett, starring in his first ever brand campaign, as well as Rabbitohs star Latrell Mitchell and Collingwood captain Scott Pendlebury, the campaign will also feature in OOH, radio, online, social, display and for the first time, cinema.
Working with Mindshare, the campaign targets potential fan growth areas that have been identified with hyper-targeted creative to match NRL and AFL teams to their potential fan growth postcodes, OOH, radio and digital media will be used to bring a sense of community in a scaled way.
Weekend upweights and countdown messaging will also be used to deliver additional cut-through and excitement around games exclusive to Kayo Sports.
Harry Neville-Towle, creative director at Special, said: “Apparently, fans have a life outside of sport. While this was news to us, it meant there is a large audience beyond the uber fans Kayo Sports traditionally caters for that we could reach with a message of flexibility, functionality, and greater coverage, to help busy fans make the most of whatever time they do have for sport.”
Linda Tyson, Mindshare managing partner, said: “We’re excited to see this new evolution of Winter Codes come to life. With our multitude of touchpoints from TV, cinema, gyms, radio and a variety of OOH formats, this campaign will be unmissable.”
The campaign will be live from Sunday, 12 February.