Kayo Sports launched a new iteration of its ongoing ‘Sport Lives Here’ brand campaign in the form of a cricket focused marketing initiative called ‘World Cup Lives Here’ ahead of the ICC Men’s T20 World Cup.
Developed with agency Special Group, the campaign features a strong line up of international cricket stars – including Australia’s David Warner, England’s Jofra Archer and Afghanistan’s Rashid Khan – who all move in together in the (fictional) Kayo House.
The ‘World Cup Lives Here’ campaign drives home the message that the sports streamer will offer unrivalled T20 World Cup coverage (which will be broadcast in Australia via Fox Cricket) in October and November and spans TV, OOH, radio, digital and social and aims to reinforce the unrivalled breadth and depth of coverage of cricket during the (Australian) summer on Kayo: from from the World Cup through to the Ashes.
The creative debuted during the AFL Grand Final with a lead spot called ‘Lease Is Up’ which features the cricketers moving in to the Kayo House after it hasd been previously ‘lived in’ by a team of Kayo athlete ambassadors from the AFL and NRL during the footy seasons.
The narrative arc see the cricketers somewhat dismayed by the state the footy players have left the house in after being told that their lease was up at the end of their season because ‘Cricket Has Arrived’.
This was followed by a second spot titled ‘All Under One Roof’ rolling out in October immediately ahead of the 11 October start of the ICC T20 World Cup.
“With the footy season wrapping up and winter coming to an end, Aussies are more than ready for a summer of blockbuster cricket action. For cricket fans all over Australia, Kayo has you covered with every match of the ICC Men’s T20 World Cup live and on-demand, with no ad-breaks during play,” said Kayo Sports Marketing Director Kim McConie.
“In addition, Kayo Minis will be available after every match to catch-up on all the action and will be a must-watch for fans given the late night and early morning match times.
“Combined with game-changing features, bespoke camera angles and the best broadcast and analysis from the world-class Fox Cricket commentary team, Kayo is truly a must have this cricket season.”
Special Group Creative Director added Vince Osmond: “As the second chapter in Kayo’s ‘Sport Lives Here’ brand platform, we wanted to show people what life would look like if some of the world’s best cricketers evicted star AFL and NRL legends and moved into their share-house. In short, we wanted to show that without Kayo, you’re not doing the full summer of cricket justice.”
The campaign was briefed by a Kayo Sports marketing team led by Marketing Director Kim McConnie, Senior Brand Manager Matthew Bartolo, Brand Marketing Executive Jessie Maclaine, Director Of Media and Partnerships John Matthews and Head Of Media and Planning Tim Micallef by Special Group.
The creative agency unit working on the campaign included CCO’s Tom Martin and Julian Schreiber, Strategy Partner Dave Hartmann, Founding Partner Cade Heyde, Creative Directors Vince Osmond and Jade Manning, Creatives Simon Dalla Pozza and Lewis Aramayo, Design Director Adam Shear and Designer Liam Kenny, plus Head of Film & Content Production Sevda Ćemo, Executive Producer, Film Wendy Gillies, Integrated Producer Emily Willis, Head of Business Management Tori Lopez and Business Director Jake Stopper.
Media was handled by Mindshare where the Client Lead was Linda Tyson, with Group Strategy Director Joel Brady, Connections Planning Associate Director Liz Penton and
Group Investment Director Guillaume David.
Production was by Good Oil with Director Dave Wood, Producer Lee Thompson, with post handled by The Editors and audio by Rumble.
Comment:
This work builds on Kayo’s original ‘Sport Lives Here’ brand platform which launched in February ahead of the start of Australia’s winter sports seasons and which also included March’s ‘Housemate’ search.
As an idea, this campaign also has echoes of Nissan’s long-running college football and NFL ‘Heisman House’ campaign – the latest iteration of which leveraged the start of the 2021 US football season at the start of September.
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