February saw the Foxtel owned sports streamer Kayo Sports remind Aussie footy fans that it offers a perfect solution when life doesn’t leave much time for sport in the form of a new campaign called ‘Whenever Sport Is Everything’.
Developed in harness with agency Special with the insight that a high percentage of Australia’s diehard sports fans have already subscribed, the aim of the campaign was to engage and then drive subscriptions amongst fans with competing interests other than just sport – enabling them to make the most of the time they do have to watch sport.
The campaign was spearheaded by a hero TVC spot starring legendary NRL coach and new Dolphins (an NRL team based in the Redcliffe Peninsula area of the Moreton Bay Region, Queensland) boss Wayne Bennett, South Sydney Rabbitohs star Latrell Mitchell and Melbourne based AFL club Collingwood captain Scott Pendlebury.
Dropping from 10 February, the main 30-second ‘Whenever Sports Is Everything’ ad was backed by 15-second cut downs.
The commercials were supported by cinema, online, social and display, plus OOH, radio and digital media used to create a sense of community in a scaled way. Plus, weekend upweights and countdown messaging were also used to deliver further cut-through and engagement around games exclusive to Kayo Sports.
Media was handled by Mindshare and the campaign primarily targeted ‘potential fan growth areas that have been identified with hyper-targeted creative to match NRL and AFL teams to their potential fan growth postcodes’.
“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,” explained Kayo Sports Marketing Director Kim McConnie. “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.”
“Apparently, fans have a life outside of sport,” added Special Creative Director Harry Neville-Towle. “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.”
Mindshare Managing Partner Linda Tyson added: “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 was created for a marketing team at client Kayo Sports which included Marketing Director Kim McConnie, Senior Marketing Manager Matthew Bartolo, Executive Director of Acquisitions & Partnerships John Matthews and Head of Media & Planning Tim Micallef by Special.
The group working on the project at the creative agency included CEOs Cade Heyde and Lindsey Evans, CCOs Tom Martin and Julian Schreiber, CSO Dave Hartmann, Strategy Director Will Moore, Creative Directors Max McKeon and Harry Neville-Towle, Creatives Jeff Seeff and Joel Grunstein, plus Head of Design Adam Shear, Editor Fraser Kelton, Head of Film & Content Production Sevda Ćemo, Senior Producer
Alyce Guy and general Manager Tori Lopez, plus Team Lead Jake Stopper and Business Manager Genevieve Bowes.
The team at media agency Mindshare was led by Managing Partner Linda Tyson, head Of Strategy Elliott Eldridge, Connections Planning Director Sarah Newcombe, Group Investment Director Remona Salem, Investment Manager Emily Harris, Investment Associate Manager Lee Vargas and Investment Executive Oliver Poiner.
The production company was Finch with Director Alex Roberts, executive Producer Nick Simkins and Producer Julianne Shelton. Post Production was handled by The Editors and sound Rumble Studios, with Stills Production by Sam I Am alongside Photographer Tobias Rowles and Still Producer
Rich Cole.
Comment
The aim of the campaign was put in the spotlight as it rolled out just as parent company and Aussie Pay-TV giant Foxtel announced a 25% jump in streaking customers with Kayo Sports hitting 1.14m subscribers.
Kayo Sports is positioned as the only place in Australia where fans can watch every game and every round of the 2023 AFL and NRL regular season and this campaign follows on from 2022’s ‘What Happens’ and ‘Your Team’.
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