Kayo Sports courts busy fans in new ‘Whenever Sport Is Everything’ campaign via Special

Kayo Sports is reminding footy fans that it’s the perfect solution when life doesn’t leave much time for sport with its new campaign, “Whenever Sport is Everything” via Special.

 

With nearly all of Australia’s sporting diehards already subscribed, Kayo Sports has turned its attention to fans with competing priorities, allowing them to make the most of the time they do have to watch sport.

Says Kim McConnie, marketing director, Kayo Sports: “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.

“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.”

Led by a TVC featuring NRL coaching legend and new Dolphins leader Wayne Bennett, starring in his first ever brand campaign, as well as Rabbitohs star Latrell Mitchell and Collingwood captain Scott Pendlebury, the campaign will also feature in OOH, radio, online, social, display and for the first time, cinema.

Working with Mindshare, the campaign targets potential fan growth areas that have been identified with hyper-targeted creative to match NRL and AFL teams to their potential fan growth postcodes, OOH, radio and digital media will be used to bring a sense of community in a scaled way. Weekend upweights and countdown messaging will also be used to deliver additional cut-through and excitement around games exclusive to Kayo Sports.

Kayo Sports is the only place to watch every game, every round throughout the 2023 AFL and NRL regular season, meaning whenever you have the time to take in a game, you can guarantee it will be on Kayo Sports; live, on-demand or in bite-sized highlights for those with less time to spare.

Says Harry Neville-Towle, creative director at Special: “Apparently, fans have a life outside of sport. 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.”

Says Linda Tyson, managing partner, Mindshare: “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.”

Client: Kayo Sports
Kim McConnie: Marketing Director
Matthew Bartolo: Senior Marketing Manager
John Matthews: Executive Director of Acquisitions & Partnerships
Tim Micallef: Head of Media & Planning

Creative Agency: Special
Cade Heyde: Partner, CEO
Lindsey Evans: Partner, CEO
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartmann: Partner, CSO
Will Moore: Strategy Director
Max McKeon: Creative Director
Harry Neville-Towle: Creative Director
Jeff Seeff: Creative
Joel Grunstein: Creative
Adam Shear: Head of Design
Fraser Kelton: Editor
Sevda Ćemo: Head of Film & Content Production
Alyce Guy: Senior Producer
Tori Lopez: General Manager
Jake Stopper: Team Lead
Genevieve Bowes: Business Manager

Media Agency: Mindshare
Linda Tyson: Managing Partner
Elliott Eldridge: Sydney Head of Strategy
Sarah Newcombe: Connections Planning Director
Remona Salem: Group Investment Director
Emily Harris: Investment Manager
Lee Vargas: Investment Associate Manager
Oliver Poiner: Investment Executive

Production Company: Finch
Alex Roberts: Director
Nick Simkins: Executive Producer
Julianne Shelton: Producer

Post Production: The Editors, Rumble Studios
Rohan Zerna: Offline Editor
Ben Eagleton: Grade
Heather Galvin: Online Editor
Liv Reddy: Head of Post Production

Sound Production: Rumble Studios

Stills Production: Sam I Am
Tobias Rowles: Photographer
Rich Cole: Stills Producer