Kayo Sports Bathurst 1000 Wildcards Sports Kayo Sports Australia
Kayo needed to grow its appeal to Millennials and drive brand consideration. The Bathurst 1000 is one of Australia’s biggest sporting events, and in 2020 it was covered by Kayo as part of their partnership with Supercars. What’s usually an incredible spectacle for motorsport fans was highly impacted by crowd restrictions due to COVID-19. We wanted to encourage Millennials to tune in and drive consideration for Kayo.
Through our research, we discovered that much of the commentary around the Bathurst 1000 is targeted to true Supercars fans, with little content that could engage a light sports fan. We needed to identify relevant hosts to make the event more appealing to Gen Y: talent with a Millennial audience, sizeable social footprint, events hosting experience and aligned with Kayo’s banter-fueled tone of voice.
‘Wildcards’ is the term Bathurst uses to invite guest drivers to the race. The answer to the brief was in the rules of the event: Kayo needed Wildcards.
Podcasters Hello Sport were the chosen team to give an alternative commentary to the race. Travelling around in the custom-built Kayo-aravan, they created real-time content from the event, showcasing the Bathurst 1000 in a way our younger audience could relate to, sharing social-first content across Kayo’s streaming platform to maximise the reach of the campaign.
Millennials tuned in
Kayo’s social content alone reached 4.4M Australians (2.5M in our target audience of 18-35) and drove over 2M video views.
The campaign drove a 15% ad recall – almost double the 8% benchmark.
Generating business impact
Even though our campaign wasn’t optimised towards conversion, 4,300 Millennials subscribed to Kayo Sports.