Kayo has released its first TV campaign as part of its ongoing six month marketing campaign, with the ad featuring Australian cricketing legend Shane Warne.
The campaign has been launched ahead of the ICC Cricket World Cup, which starts this week and can be streamed across the Kayo platform.
Airing overnight, the ad is "guest directed" by Warne and features his two eldest children, Brooke and Jackson Warne, in their first television commercial.
The TVC focuses on Brooke and Jackson being ‘Warne’ out by seeing their dad everywhere they look. The ad highlights that with Kayo they can escape their dad by watching over 50 other sports on TV.
Kayo partnered with Host/Havas and Airbag Production on the TVC, which will run heavily on free-to-air television and digital video throughout the ICC Cricket World Cup.
The TVC is part of Kayo’s ICC Cricket World Cup campaign, which also includes radio, press and digital.
“The campaign not only highlights the features that will make watching the ICC Cricket World Cup on Kayo even better," Kayo chief marketing officer Carly Loder says.
"It also educates the market on Kayo’s user-friendly interface and the breadth of content, with more than 50 sports available to stream on the big screen TV and viewers’ favourite devices.”
Warne, the 1999 World Cup Final Player of the Match, said while neither Brooke or Jackson had a lot of experience in front of the camera, when it came to poking fun at their dad it came naturally.
“As with all kids, having a laugh at dad’s expense comes pretty easy so once they were comfortable in front of the camera we got some really funny takes,” Warne says.
“It was a different experience being behind the camera this time, but they both did an amazing job. Brooke is very confident and outgoing and Jackson has had some experience with content creation so they picked it up very quickly."
Kayo has been on a marketing rampage over the last six months, with Foxtel-owned streaming platform upping its presence since its launch late last year through major promotion stunts.
This has included the use of a giant blimp over Sydney, a 'keep your hand on the car' challenge and a floating Gridiron game in Sydney Harbour.
However, despite the publicity-grabbing moves Kayo CEO Julian Ogrin previously told AdNews that its performance marketing channels through social are actually what's pulling in the subscriptions.
Havas was tasked with launching the brand in Australia late last year, with the creative, media, digital and PR all being handled by the agency group.
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