Kayo puts its faith in psychic animals with Owen the Oracle campaign

Kayo’s latest marketing campaign has a new star in Owen the Oracle – a Rugby World Cup 2019 predicting axolotl. Owen treads the path first worn by psychic octopus Paul, who shot to fame in 2010 by predicting the result of every game of Germany’s FIFA World Cup campaign.

Owen, Kayo’s ‘axol-oracle’, has been sent out into the world to help grow brand awareness for Foxtel’s sports steaming service and show sports fans that the ‘ultimate World Cup experience’ is only found through the Kayo streaming platform.

The TVC shows Owen finding fame with his match predictions, only to reveal that he may have insider knowledge in his selections, from the time he’s spent watching Kayo in the family home.

Kayo CEO, Julian Ogrin, said: “The Rugby World Cup is one of the biggest sporting events in the world, providing the perfect opportunity to demonstrate how people from all walks of life can get more out of their favourite sport with Kayo.

“This campaign allows us to continue to grow awareness of Kayo, as well as build deeper knowledge about our offering and encourage customers to enjoy the ultimate World Cup experience with the additional features exclusive to Kayo.”

Owen, who doesn’t appear to be a real axolotl, will also feature as a Facebook Messenger chatbot, where he will share his predictions, insights and rugby updates, which he gains from his prominently-positioned tank and Kayo watching.

The ‘Owen Predicts’ bot will be live from September 12, the same day the integrated campaign will begin across TV, digital video, radio, press, social and digital performance marketing.

Foxtel-owned Kayo will have every game of the Rugby World Cup live and on-demand via its streaming platform. It also offers Kayo Minis which are available at the conclusion of every game, along with live stats and key moments accessible as the action unfolds.

Kayo partnered with Host/ Havas, Airbag Production, Alt VFX and Song Zu on the TVC which will run on free-to-air and digital throughout the Rugby World Cup. OnMsg was the partner for the Facebook Messenger Chatbot.


Creative Agency: Host/Havas
Jon Austin, Executive Creative Director
Hadleigh Sinclair, Senior Copywriter
Jack Delmonte, Senior Art Director
Adam Smith, Copywriter
Shaun Thompson, Art Director
Ant Moore, Managing Partner
Max Bennett, Senior Account Manager
Alistair Ferrier, Head of Production
Stephanie Cameron, Senior Broadcast Producer
Phil Pickering, Senior Planner
Media Agency: Havas Media
Damien Terakes, Client Services Director
John Lynch, Head of Investment
Catherine Edghill, Account Director
Fraser Johnston, Senior Investment Executive
Estefany Vejarano, Investment Manager
Rob Oxley, Investment Assistant

Production company: Airbag
Ariel Martin, Director
Alex Tizzard, Executive Producer
Fiona McGregor, Producer
Aaron McLisky, DOP

Post-production: Alt VFX
Music and audio production: Song Zu
Agency (Chatbot): OnMsg (Part of The Works)
Douglas Nicol, Founder/Strategy Partner
Tomas Haffendon, Conversational Consultant
Kristie Thistlethwaite, Creative Project Leader

Client: Kayo Sports


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