Kayo Sports leveraged the ICC Men’s T20 Cricket World Cup in Australia through a new brand campaign featuring current Aussie star David Warner and former fast bowling legend Brett Lee and an unfortunate ‘Kayo-less’ cricket fan whose life falls apart through a spiraling series of events after missing out on the cricket action.
The campaign promotes Kayo Sports tournament streaming service which covers all 45 matches of the ICC Men’s T20 Cricket World Cup ad-break free during play – ensuring subscriber fans of all participating teams won’t miss any of the action.
Created in harness with agency Special Group and debuting during the NRL Grand Final with a hero ‘What Happens’ spot which seeks to warn fans that by missing a match, you’re risking everyone’s ire – from part-time delivery riders, to rock music disc jockeys, fiancés, cheesy daytime TV chat show hosts, police detectives, your own parents and even Brett Lee himself.
“With the footy season wrapping up and winter coming to an end, Aussies are more than ready for a summer of blockbuster cricket action,” commented Kayo Sports Marketing Director Kim McConnie. “For cricket fans all over Australia, Kayo has you covered with five different touring nations, two World Cups and more than 1600 hours of live action, we haven’t seen a summer like this – all live, with our game-changing innovations and Fox Cricket’s expert commentary team.”
The campaign was briefed in by a team at client Kayo Sports which included Marketing Director Kim Mcconnie, Senior Marketing Manager Matthew Bartolo, Director Of Partnerships John Matthews, Head Of Media & Planning Tim Micallef, Head Of Production Anna Stamatatos and Senior Integrated Producer Celeste Marsden.
The group working on the project at creative agency Special included CEOs Cade Heyde and Lindsey Evans, CCOs Tom Martin and Julian Schreiber, CSO Dave Hartmann, Creative Directors Vince Osmond and Jade Manning, Senior Creatives James Beswick and Rowan Foxcroft, Head Of Design Adam Shear, Head Of Film & Content Production Sevda Ćemo, Senior Producer Bill Doig, General Manager Tori Lopez, Team Lead Jake Stopper and Business Manager Genevieve Bowes.
The media agency was Mindshare, the production company was Rabbit, with Director Lachlan Dickie, Executive Producers Lucas Jenner and Alexandra Hay, Producer Morgan Hind, DOP Aaron McClisky, Production Designer Pete Davies, with casting handled by Citizen Jane Casting, plus post production was by White Chocolate and Foxtel
Comment
This campaign follows in the footsteps of previous marketing initiatives for Kayo Sports by Special such as March 2022’s ‘Your Team’ and September 2021’s ‘Sport Lives Here’.
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