National campaign via Havas Group launches multi-sport streaming product Kayo Sports

Kayo, the new multi-sport streaming service, has launched a national campaign via Havas Group agencies Host/Havas, Havas Media, Red Agency, One Green Bean.

The campaign aims to educate consumers about what the game changing product is, and the breadth of sports viewers can watch.

The strategy behind Kayo was to build a sports streaming service to suit all types of fans.

VIEW THE SPOT

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Research uncovered, not unsurprisingly, 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 low price of $25, 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.

When it came to launch, like many technology platforms the immediate role was to explain what it was and what was on Kayo which led to the line of ‘stream over 50 sports’. 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, Ellia Green and more.

Outdoor features over 30 athletes and 2,000 pieces of locally tailored material, radio includes a sports challenge featuring celebrity ambassadors, top tier influencers are being used to create awareness through social and digital and a micro-influencer strategy heroes the distinct features of Kayo. All digital performance media is delivering personalized messaging using Adobe AdCloud.

Agency: Havas Group – Host/Havas, Havas Media, Red Agency, One Green Bean

Retouching: Limehouse creative

Accordant

Adobe

Wellcom