Kayo Sports showcases value to families in new campaign
In a bid to show why it is valuable for the whole family, Kayo Sports has launched a new campaign via Foxtel’s newly-revamped creative agency BALBOA.
Heroing AFL and NRL via two main spots, the new campaign showcases the flexibility and benefits that Kayo Sports can offer various family members, told through classic family archetypes – the ‘multi-tasker’ dad, the ‘boomerang’ daughter, the ‘student’ son and the ‘MVP’ mum.
It comes as Kayo Sports has reached its highest number of subscribers, during a bumper season of winter sporting codes.
It was concepted and produced by BALBOA, formerly Fox Creative, which officially rebranded on Monday morning.
“Many Australian families are feeling the pinch with rising costs and we’re seeing a trend of customers choosing to seek entertainment at home, rather than going out. For these families and for all sports fans, Kayo Sports offers incredible value,” said Cate Hefele, executive director at Kayo Sports.
“With our subscriber numbers hitting new heights, this campaign is targeted at our next phase of growth – young Australian families shifting to streaming.
“Kayo Sports has something for everyone – from casual fan to fanatic. It’s never been easier for Australian families to follow their favourite sports.”
BALBOA’s executive creative director, Guy Sawrey-Cookson, added: “Sport is a shared passion for many Australian families, and it brings us together.
“With this campaign, we wanted to demonstrate the value that comes with Kayo Sports through funny and relatable scenarios and characters to show that Kayo Sports offers something for everyone in the family.”
The spot marks the next stage in Kayo Sports’ ‘Get On Board’ brand platform, which launched at the beginning of the year.
The campaign is live across TV, digital video, social, radio and OOH.
Credits:
Marketing: Kayo Sports
Creative: BALBOA (formerly Fox Creative)
Production: BALBOA (formerly Fox Creative)
Media: Mindshare and Foxtel Group Media Team
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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