Kayo leans on Adobe and Accordant to lead subscriber acquisition

Josh McDonnell
By Josh McDonnell | 5 December 2018

Data-driven customer experience agency Accordant has revealed its role in driving further customer acquisition for the newly launched Foxtel-owned sports streaming service, Kayo.

Delivering a full end-to-end Adobe Experience Cloud solution within four months, Dentsu Aegis Network-owned Accordant will now be responsible for the continued customer personalisation and engagement activity.

The move highlights the increasing diversity offered by media agencies and their spin-off divisions as more brands tackle digital transformation.

Accordant will work hand-in-hand with the Kayo team on the ongoing delivery of digital experience across all channels.

Launching in a beta testing period last month, Kayo is the result of the growing consumer demand for Foxtel to offer its comprehensive sports offering as an independent package.

The site allows users to stream more than 50 live sports live and on-demand, including major sporting codes such as the NRL, AFL, A-League, Cricket and Rugby.

The solutions are all integrated into Kayo’s 'real-time cloud-based data warehouse' which will enable them to capture user data to manage the ongoing user experience.

Speaking to AdNews, Kayo CEO Julian Ogrin said continued digital optimisation would play a key role in the growth of the platform with more than 100 changes occurring during the beta testing stage earlier this year.

"We continue to be able to make multiple changes and optimisations to the product based on the feedback from our customers, with developers keenly attuned to the changing needs of our users," Ogrin said.

"It gives you the focus of absolutely making sure that you're providing the right service end-to-end to that target 'streaming generation' segment, which ultimately is one of the more expecting audiences when it comes to video content and user experience."

The solution design includes Adobe’s newly released dynamic creative optimisation, enabling automatically personalised digital advertising in addition to owned media channels.

"The user experience within inside the service is all designed around efficiency, which is your ability to personalise the service and all the content to your favourite sports codes, to your favourite teams and all the carousels and the homepages presented in a way that we serve up the content that's relative to you," Ogrin said.

"That is something that when we look at it, is unprecedented. It's a game changer and it's already delivered a lot of interest."

Built end-to-end from scratch, the Kayo brand has been created as a completely separate entity from the main Foxtel business, with its own dedicated sales, digital and technology teams.

Ogrin previously told AdNews that being an independent brand is a key part of the service's marketing strategy, with Kayo focused on driving a subscriber base in the 18-35-year-old market.

“Adobe and Accordant have enabled us to come to market in the most efficient and innovative way possible, we simply could not have done it without the partnership we have," Kayo Sports CMO Carly Loder said.

"We have a roadmap of innovations and exciting plans ahead of us to develop together and I’m looking forward to what we can achieve together for our fans.”

Havas is currently leading the account, tasked with building Kayo's proposition in market working across its digital marketing, PR, media and creative, leveraging its agencies Host/Havas, Havas Media, Red Agency and One Green Been.

The group has been working with the newly-launched platform behind closed doors since the beginning of the year while the service was built, developing its brand name, identity and strategy.

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