Streaming: Kayo launches new ‘Scary Good’ winter sports campaign

• News Corp news brands offering $30 month newspaper/Kayo package

After a launch campaign in November that helped lift subscriptions over 100,000, Kayo Sports is set to unveil the next iteration of its brand marketing campaign and it is ‘Scary Good’.

Kayo has released these details about the new campaign:

Kayo Sports chief marketing officer Carly Loder said the campaign, which launches this week in line with the winter sports seasons for the Toyota AFL Premiership, NRL Telstra Premiership, rugby and motorsport, 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 today 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.

Meanwhile News Corp Australia has collaborated with Kayo Sports for the first time to launch a bundled news and sports streaming subscription. The offer will be supported with a four-week integrated marketing campaign.

Brendan Collogan, general manager customer marketing at News Corp Australia said: “A digital subscription to our newspapers offers unmatched expert opinion from the country’s best sports journalists, access to match previews and post-game analysis, videos, podcasts, and SuperCoach stats.”

The four-week multi-platform media and marketing campaign will feature print and digital ads across 29 of News Corp Australia’s metro and regional mastheads; TVCs during sports programming on FTA metro channels; OOH advertising on bus and train interiors in metro areas; radio advertising; digital display ads, press advertising as well as a digital and social media marketing campaign.

The bundled subscription offer is for a 12-month digital subscription of News Corp Australia’s metro and regional newspapers and a Kayo Sports subscription, at $30 per month for the first 12 months. Minimum cost is $360 and conditions apply.

Kayo is available on iOS and Android devices, laptop, PC and on TV with Telstra TV, Apple TV and Chromecast Ultra.

Kay is offering a 14-day free trial at

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