‘That’s not O-Kayo’: Sports streaming service Kayo promotes the cricket moments consumers can’t miss

Sports streaming service Kayo has launched its latest marketing push, promoting the Australia vs New Zealand Domain Test Cricket Series.

The latest ads introduce the line ‘That’s not O-Kayo’ as a response to someone missing critical points of the cricket, such as David Warner’s triple century.

The creative execution for Kayo draws on the historic moments of Australia’s recent test against Pakistan

The moments highlighted in the ads come from Australia’s recent test against Pakistan, with the text obscuring the moment in question. The campaign will be appearing across OOH, radio and digital throughout the course of the test series, with the digital and radio creative updated to reflect the highlights of the New Zealand test.

To reinforce the campaign, Kayo – majority owned by News Corp –  has partnered with News Corp publications The Daily Telegraph, The Herald Sun, The Courier Mail and The Adelaide Advertise to offer a free month of Kayo Basic to new customers if they purchase one of the mastheads on December 11.

The digital and radio creative will be updated with new moments from the NZ test series

Kayo’s coverage of the cricket will include every match of the KFC Big Bash League and Rebel Women’s Big Bash League, and select international matches. Viewers will be able to stream the matches live or jump in late and start from the beginning. Highlights of the international and Big Bash League matches will also be condensed into ‘Kayo Minis’ packages.

The Australia and New Zealand test series will also see the return of Spider Cam, the overhead camera angle which enables viewers to rewatch every six and wicket from a bird’s-eye-view.

Last week, Kayo was fined $12,600 by the Australian Competition and Consumer Commission (ACCC) over an advertisement for its basic subscription package, claiming Telstra customers could have two months access’ for just $5.

Over the summer, Kayo will launch its bowling simulator at cricket grounds around Australia, putting fans on the receiving end of 12 famous Australian deliveries throughout cricket history.


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