Kayo launches new ‘scary good’ winter sports brand campaign via Host/Havas, Sydney
After a successful launch campaign in November, Kayo Sports is set to unveil the next iteration of its brand marketing campaign and it is ‘Scary Good’, developed by Host/Havas Sydney.
Kayo Sports chief marketing officer, Carly Loder, said the campaign, which launches tomorrow in line with the winter sports seasons for the Toyota AFL Premiership, NRL Telstra Premiership, rugby and motorsport, is focused on highlighting Kayo’s huge range of content, excellent value and unrivalled features.
Says Loder: “The winter codes campaign launches the next evolution of the brand and Kayo’s attitude is brought to life with the ‘Scary Good’ platform, which exists not only in the new look and feel
but as a symbol of Kayo’s internal and product ethos.
“The ‘tear’ creative represents tearing up the rulebook to reveal a sports streaming service that’s so good, it’s scary. Whether that be over 50 sports in one place, no lock in contracts or the ability to stream what you want, where you want, at any time. This is reinforced by the many game-changing
features that put the consumer in control, all at the scary good price of just $25 per month.
“Now that Kayo has established a brand foundation, we’re excited to introduce more of our own attitude and really
showcase what sets Kayo apart.”
Kayo partnered with Host/Havas, Havas Media and Wellcom Worldwide on the ‘Scary Good’ campaign, which is in market tomorrow with over 2,800 OOH executions, 51 radio stations across metro and regional radio, weekly press executions and digital activity reaching millions of sports fans every day.
Sports fans can instantly stream over 50 sports LIVE and anytime from just $25 per month. Kayo is available on iOS and Android devices, laptop, PC and on TV with Telstra TV, Apple TV and Chromecast Ultra. Start your 14-day free trial today at www.kayosports.com.au.
Host/Havas – Brand platform, lead creative, OOH & radio
Kayo Creative Team – Video production and digital creative
Wellcom Worldwide – OOH production
SongZu Sydney – Radio production
13 Comments
Love the campaign line. Not 100% on the ‘rip’, but so far ahead of where the brand was at a few months ago.
Cool platform/line. Feels much more modern than FOX.
The best thing about this is how they managed to put a whole campaign together without the copywriter and art director speaking to each other.
Scary?
Thought, like it.
Love the line. Hate that shonky film. And honestly no one cares what the rip means guys. Sort out your press releases.
Well it’s not quite the Palau Pledge, innit.
Think I preferred Scary Good when Patts did it. Genuinely scary and genuinely good. Actually make that great.
It’s not great yet, but certainly has potential to produce great work from moving forward.
https://www.youtube.com/watch?v=6_HXECrJ1Q0
Hate that hype film. Love that platform. Fingers crossed the client backs it up. Could be on to something great.
We mastered Scary Good. May it long live. Find it on youtube.
looks like any other fox sports cut together in-house promo spot only with bad type. what did the agency actually do here other than add a line?
One of the greatest ad agency promos ever. Ant Keogh was bloody hilarious as Mr Patterson.