Kayo Sports launched a new brand campaign in mid-February called ‘Sport Lives Here’ to showcase the Australian sports streaming platform’s sports offering. Created via Special Group Australia, the creative is fronted by a team of Aussie sports stars, coaches and commentators: including Dustin Martin, Luke Keary, Ellyse Perry and Cam Waters.
The strong line-up of famous sporting faces fronts a comic campaign which purports to show just what everyday life would be if Australia’s biggest stars all moved in together under one roof. With scenes ranging from Anthony Hudson commentating on Dustin Martin’s every move and some of the country’s leading athletes try their hand at furniture assembly.
This scenario aims to drive home the message that the Kayo platform offers more than 50 sports in one place.
‘Sport Lives Here’ run across television, OOH, press, radio, digital and social channels and sets out to reinforce the brand’s depth and breadth of sports content.
The nationwide campaign launched through a pair of hero TV spots: ‘Commentary’ and ‘Voicemail’.
These are supported by addition content, including further video pieces such as ‘Grocery Run’, amplified across social and digital channels and promoting specific sports.
“Nothing compares to Kayo and its world leading offering. We wanted to launch a campaign that truly reflected the unmatched 50+ sports proposition that Kayo has, and we’re incredibly proud of the fact that ‘Sport Lives Here’ is a campaign that only Kayo could run,” explained Kay Sports Marketing Director Kim McConnie.
“Kayo’s line-up over the winter months is unmatched, with every AFL and NRL game of every round, plus all the action from Formula OneTM, the Repco Supercars Championship, NBA regular season and Finals, The Masters and The America’s Cup just to name a few. At Kayo, we have created a single arena for sport with an award-winning user experience, and our new campaign ‘Sport Lives Here’ will showcase our unrivalled depth and breadth, opening up Australians to the more than 50 sports available Live and on-demand on Kayo. By recruiting some of the country’s most well-known athletes, we’re showing Aussies just how incredible over 50 sports under one roof looks.”
Special Group Australia CCO Tom Martin added: “We wanted to show people what life would look like if all the world’s best athletes from over 50 sports, literally did live together as they do on the Kayo platform. The consequences of how they manage their ‘home’ has proven to be a really engaging way to bring a broader audience in beyond the sport nuts.”
The Sport Lives Here campaign was created for Kayo Sports Marketing Director Kim McConnie, Senior Marketing Manager Stephanie Lukin and Brand Marketing Specialist Georgia Cosier by Special Group Australia.
The agency team included CEO Lindsey Evans, Managing Director Cade Heyde, CCO’s Tom Martin and Julian Schreiber, Creative Directors Nils Eberhardt and Jack Nunn, Senior Copywriter Simon Gibson, Design Director Adam Shear, Designer Liam Kenny, Artist Jen Bailey, Head Of Production Nick Lilley, Executive Producer Meredyth Judd, Integrated Producer Emily Willis, Casting Director Emily Stewart, Business Director Jake Stopper and Business Manager Meri Stewart.
Production was by MOFA with Director Nick Kelly, Executive Producer Llew Griffiths and Producer Allison Lockwood. Editorial was by ARC Edit, post-production by Alt.vfx and sound from Rumble Studios
Comment:
Winter 2021 will see Kayo offer a richer-than-ever sports offering including streaming every match from each round of the 2021Toyota AFL Premiership Season and the 2021 NRL Telstra Premiership Season, as well as more than 50 other sports both live and on-demand.
The new brand work follows on from 2020’s ‘Nowhere Is Safe From Footy’ campaign and 2019’s ‘Never Miss’ initiative.
Links:
Kayo Sport
Special Group Australia
Leave a comment
You must be logged in to post a comment.