Late February, ahead of the start of the 2019 AFL season, new multi-sport streaming service Kayo Sports collaborated with News Corp Australia on a new campaign – ‘Never Miss A Moment’ – promoting its first bundled news and sports streaming subscription.
The offer itself sits at the heart of the creative and the messaging in a four-week integrated marketing campaign spearheaded by a television and online spot.
The campaign, which was a collaboration between creative agency The Works and digital agency Big Red, aimed to drive subscriptions among AFL and NRL fans.
The spearhead film, which debuted on 25 February, encourages fans simply to ‘never miss a footy moment’.
As well as television (including TVCs during sports programming on FTA metro channels), the month-long integrated campaign spanned print and digital ads across all 29 News Corp Australia metro and regional mastheads, plus OOH advertising on bus and train interiors in metro areas, radio ads, digital display and press executions, plus digital and social media strands of the marketing campaign.
The bundled subscription offer campaign for an annual digital subscription of News Corp Australia’s metro and regional newspapers and a Kayo Sports subscription,was developed by The Works and Big Red, with production handled by News Corp Creative Services and media run by MediaCom.
Carly Loder, chief marketing officer, Kayo Sports said: “We are excited to collaborate with News Corp Australia, offering our first bundled subscription with newspapers nationally.
“Footy fans will never miss a footy moment with this bundled subscription offering. They’ll have all the coverage, insights and entertainment at their fingertips, with the ability to instantly stream the action live and on demand, whenever they want, anywhere in Australia,” continued Loder.
“From a positioning perspective, it’s a strong message to footy fans, bundling the country’s leaders in sports journalism and entertainment together.”
“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,” added News Corp Australia general manager of customer marketing Bredan Collogan.
“Bundling with Kayo Sports, Australia’s premier sports streaming service, complements news content with over 50 sports instantly streamed, live and on demand, including live action of every round of 2019 NRL Telstra and 2019 Toyota AFL Premiership, giving footy enthusiasts unparalleled access to the content they love.”
Comment:
Earlier in February, in News Corp’s second quarter financial results press event, global CEO Robert Thomson highlighted Kayo Sports’ rapidly growing audience (which at the time had reached 115,000 subscribers in its first three months since launch) and said News Corp eagerly awaited ‘peak selling season’ for the most popular Australian winter sports.
This campaign follows the initial ‘Welcome To KO’ launch campaign launched in November 2018.
Links:
Kayo Sports
https://twitter.com/kayosports
https://www.facebook.com/KayoSports/
https://www.instagram.com/kayosports
https://www.youtube.com/channel/UC3tSopytOm7A5cJOUMzbi4A
The Works
Big Red
https://www.bigreddigital.com/
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