Streamotion’s Kayo Sports has launched a new campaign titled ‘Your Team’ via Special, where a fan gets let into the Kayo House for the first time.
It’s a shift for Kayo from focusing on the sport and to the fans of the sport.
The campaign will run in VIC, NSW and QLD, across TV, out-of-home, press, radio, social and digital.
In the 30-second spot, a Bulldogs fan bursts into the Kayo sharehouse to confess to Bulldogs players that he has not watched every game, before it is revealed that he can catch up on Kayo.
With the sharehouse idea returning for this campaign, Kayo marketing director Kim McConnie told Mumbrella: “People love the fact that you’ve got all these people living together because it works so strong and sort of struck a chord. We’ve kept that going. We had it for cricket where we’ve had the cricket players moving to the house as the footie players left, as we moved into the best season in summer of cricket, and now we’ve taken it another step forward, and really evolved it again, where, for the first time, we’ve brought a fan into the house.”
On genuine fan engagement, McConnie said: “The great thing for us is using [a] very local approach to this. We really put our creative team under their paces. There’s 3000 creative executions. We’ve gone through a lot of effort to make sure that if you’re in Cronulla, we’re showing you the Sharks, if you’re in Brisbane, we’re showing you the Broncos. If you were in Collingwood, we’re showing you Collingwood.
“It’s really part of being authentic and knowing that it’s not just a generic image of a whole lot of sports players is going your pain, but making sure that in that market, we’re really building that in. We’re making sure the radio is local to that market. We’re making sure, wherever possible, on digital we’re using the local players. So really trying to, where possible, localise that and actually show your team.”
McConnie said the localised media placements were the result of a “great collaboration” between media agency Mindshare and Kayo’s internal team.
The creative was done with Special, which was also behind the ‘Sport Lives Here’ campaign, which McConnie said: “It’s like any relationship when you start to get to know each other, in the early days, just sort of feeling each other out. And now we’re at the point where we’re finishing each other’s sentences. If we were living together, we’d be buying a dog about now as well.We really understand how they work. They really understand how we work. And I think it’s just a great example that they had just had the foresight to go, actually, you know what, we’re onto something.”
In a release, Vince Osmond and Jade Manning, creative directors at Special, said: “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.”
With the netball season kicking off this weekend, McConnie hinted at another campaign featuring netball talent.
“Our big campaign for netball launches in mid-March. You’ll see a lot of great work around that.”
Client: Kayo Sports
Kim McConnie: Marketing Director
Matthew Bartolo: Senior Marketing Manager
Jessie Maclaine: Brand Marketing Executive
John Matthews: Director of 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
Vince Osmond: Creative Director
Jade Manning: Creative Director
Adam Ferrie: Associate Creative Director
Pete Cvetkovski: Associate Creative Director
Adam Shear: Head of Design
Sevda Ćemo: Head of Film & Content Production
Aaron Rocca: Producer, Film
Danielle Senecky: Senior Stills Producer
John Rivera: Finished Artist
Tori Lopez: Head of Business Management
Jake Stopper: Business Director
Celine Dinant: Business Manager
Media Agency: Mindshare
Production Company: Division
Matt Kamen: Director
Jeremy Rouse: Cinematographer
Genevieve Triquet: Managing Director / Executive Producer
Linzee Harris: Producer
Nick Hamon: Casting
Post House: The Editors
Jennie McCartney: Post Producer
Fergus Rotherham: Colourist
Soren Dyne: Online
Sound: Rumble Studios
Tone Aston: Partner/Sound Engineer
Michael Gie: Partner/Executive Producer