Kayo looks to reach a new peak in subs with geo-targeted ad push
Foxtel sport streaming platform Kayo is kicking off its biggest marketing push of the year in conjunction with the start of the NRL and AFL seasons.
Kayo executive director Cate Hefele told Mumbrella that the months of March and April are “critical” for the platform, as it leverages the start of the two main winter codes.
Kayo released a new ad campaign in mid-February, targeting not only die-hard fans, but also casual fans too, which is a new approach for the brand. In the coming weeks the reach of the campaign will be “dialed-up”, and targeted to specific fans in specific post codes.
“The creative you see in market will be matched to NRL and AFL teams in that postcode – your game – your team,” said Hefele.
Hefele
Kayo will also be heavily focusing on the Queensland market where it has sponsorship of the new NRL Dolphin’s home stadium, Kayo Stadium.
“Our subscriber peak last year was 1.3 million subscribers,” said Hefele. “We are now constantly looking to grow past that number. We expect to see a sharp bit of growth in the next weeks or months.”
According to Foxtel half year financial reports, streaming services include Kayo, Binge and Foxtel Now have 2.678 million paid subscribers, up 25% year-on-year (YoY), Kayo reached 1.136 million subscribers (1.126 million paid), up 11%.
Part of the subscriber push will be a focus on the exclusivity Kayo has in terms of every NRL and AFL game live, and ad free during live play, added Hefele.
It will also be looking to draw in additional subscribers around the Melbourne Grand Prix, happening the first weekend of April, coinciding with a Collingwood match only available on Kayo and Foxtel.
In the second half of the year, Kayo will switch to smaller and below the line marketing pushes, and hyper-targeted to specific fan bases.
It will also be looking to ramp up its work with Netball Australia to promote its free offering, Kayo Freebies. “Similar to how we work with NRL and AFL, we work really closely with Netball (Australia) and the teams about how they can drive that message,” added Hefele.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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