Kayo looks to reach a new peak in subs with geo-targeted ad push

February 27, 2023 1:44

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.

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Olivia Kruimel

Olivia Kruimel was 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.