February saw Australian streaming platform Kayo Sports roll out the latest iteration in its ongoing ‘Sport Lives Here: Kayo House’ marketing platform called ‘Your Team’ which features some of the country’s biggest sports stars from multiple codes including Bailey Smith (AFL), Josh Addo-Carr and Patrick Carrigan (NRL) and Liz Watson (SSN).
The campaign, created in harness with agency Special Group, aims to showcase the sports streaming platform’s coverage of leading Australian sports by showing a ‘fictional’ idea of what life would be like if Australia’s biggest sports stars lived together – as they do on the Kayo platform. The approach is to engage through the tribalism fans have for their teams.
The campaign rolled out from 27 February across Victoria, New South Wales and Queensland and spanned TV, OOH, press, radio, social and digital. The work includes more than 3000 assets and creative executions in order to ‘hyper target’ each market with digital geotargeting and postcode-based OOH.
The new wave of work launched with a hero spot fronted by AFL and Western Bulldogs cult star Bailey Smith which tells a story about committed Bulldogs fan who realises that he hasn’t been doing his duty as fan of his beloved Doggies – because he hasn’t subscribed to Kayo.
The emotional, rom-com style spot sees the supporter confess to a group of his favourite players, who, after he subscribes to Kayo, assure him that he is forgiven.
“Aussies have an insatiable hunger for sport and Kayo feeds that with the biggest range of sports and the most comprehensive coverage of their favourite team” explained Kayo Sports Marketing Director Kim McConnie. “Our ‘Your Team’ campaign celebrates this highlighting that for fans who want it all – every match, every round, and every moment – need to have Kayo. And in 2022, we can’t wait to add Netball to our line-up, bringing the sport to fans in prime time, with live coverage of every game of the Suncorp Super Netball, plus Sunday blockbuster matches available Live and Free on Freebies.”
Special Group Creative Directors Vince Osmond and Jade Manning added: “As the third instalment of the Kayo House, it was really important that we built on the equity we’ve created, while still keeping things interesting. Adding a new dimension to the construct in the form of a crazed fan gave us even more opportunity for humour.”
The campaign was briefed in by Kayo Sports’ Marketing Director Kim McConnie, Senior Marketing Manager Matthew Bartolo, Brand Marketing Executive Jessie Maclaine, Director of Partnerships John Matthews and Head of Media & Planning Tim Micallef and created by agency of record Special.
The team working on the project at the creative agency included CEOs Cade Heyde and Lindsey Evans, CCO’s Tom Martin and Julian Schreiber, CSO Dave Hartmann, Creative Directors Vince Osmond and Jade Manning, Associate Creative Directors Adam Ferrie and Pete Cvetkovski, Head Of Design Adam Shear, Head of Film & Content Sevda Ćemo, Film Producer Aaron Rocca, Senior Stills Producer Danielle Senecky, Finished Artists John Rivera, Head Of Business Management Tori Lopez, Busines Director Jake Stopper and Business Manager Celine Dinant.
The media agency was Mindshare and the production company was Division with Director Matt Kamen, Cinematographer, Jeremy Rouse, Managing Director & Executive Producer Genevieve Triquet, Producer Linzee Harris and Casting Head Nick Hamon.
Post production was handled by The Editors and audio and sound by Studios.
Comment
This campaign is part three of the ongoing ‘Kayo House’ marketing initiative which began back in February 2021 when a group of athlete ambassadors ‘moved in together’ and which continued in March 2021 with a search for ‘a new fan housemate’.
As Australia approaches winter 2022, Kayo Sports subscribers will be able to livestream (or watch on demand) more than 50 sports: including every game of every round of the 2022 Toyota AFL Premiership Season and 2022 NRL Telstra Premiership Season, plus all games in the 2022 Suncorp Super Netball season and more than 50 other sports.
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