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.


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.


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.

Unique Reach
User Engagements
Campaign CTR

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