Kayo AFL/NRL Daypart Winter Codes 2022
Kayo Sports is an over-the-top video streaming subscription service available in Australia, owned by Streamotion (a wholly owned subsidiary of Foxtel). The service offers sports live and on demand from Fox Sports, ESPN, beIN Sports, and Racing.com.
Challenge
Kayo not only wanted to target our AFL and NRL sports communities through high impact brand
messaging, they also wanted to utilise tech smarts (without providing internal data) to better
identify non-kayo sports users.
They also required a solution that had been successfully deployed through daypart messaging
on the Native Cricket campaigns highlighting key fixtures in key states. For AFL this included
VIC and for NRL New South Wales and Queensland.
Solution
In order to achieve this, Interplay used their partnership with Roy Morgan to identify over two
million users who were 1.2x (index 120) more likely to watch sport but not through a
subscription service via eight key personas.
This coupled with daypart geo game and countdown messaging for the different states helped
with the high engagement. In order to then deliver the reach for this campaign based on the
narrow targeting requirements Interplay utilised multiple creative strategies from video, native,
high impact and standard display units triggered by these data sets to then retarget users
across the wider network.
- 1.2m
- Unique Reach
- >9,500+
- User Engagements
- 0.30%
- Campaign CTR
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13.51% Interaction Rate
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>2.2k User Engagements
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3.72% CTR
