‘Sport Lives Here’: Kayo reinforces its ‘unrivalled’ status with new brand platform
Sports streaming is heating up but Kayo is not concerned. Leading into the winter sports season the service has launched new brand platform ‘Sport Lives Here’ with a star-studded campaign. Kayo marketing director Kim McConnie chats to Mumbrella’s Zoe Wilkinson about reinforcing the ‘unrivalled’ access to 50 sports, and crossing borders to bring sport stars together.
Sports stars living together in a picture of domestic bliss is at the forefront of Kayo’s 2021 campaign, but at its heart is the message ‘Sport Lives Here’.
After a year that has closed stadiums, moved leagues and teams into new states, and prevented fans from gathering together to enjoy sport at the local pub, ‘Sport Lives Here’ means more than just the wide array of sport that is available on the Foxtel-owned streaming service – it reflects how sport became almost purely available in the home last year, a stark contrast to the previous campaign, launched before the onset of the COVID-19 pandemic, which highlighted fans’ ability to stream sports wherever they go.
“It’s really just a euphemism for where Kayo lives,” says marketing director Kim McConnie.
“When you think about it Kayo is only two years old. We’ve been on such a rapid journey of growth that last year it was about reinforcing some of the key fundamentals of Kayo – that you can watch it anywhere… our consumers and sports fans get that now.
