Generate demand for Australia’s biggest sports streaming service in the retail space
Kayo - Retail Playbook
Kayo needed help bringing its brand into the retail space. So we created the Kayo Retail Playbook, a series of tactics and techniques designed to provide a powerful edge when moving the marketing conversation from Brand to Retail.
All the methods used are tried and trusted tactics combined to ensure maximum effectiveness when talking to Kayo customers.
Kayo still use these principles today.
Imagery is a short-cut to context (key event) and plays to fan advocacy (Sport/Team) or add energy, mood or meaning.
Put simply, sport is entertainment. We are selling entertainment. Use cultural vernacular
and contextual terms to make the messaging entertaining and highly topical.
Colour can attract, create energy, drive urgency, help people navigate and even capture a mood. Flipping a Brand colour palette to a Retail palette creates a visual short-cut back to the Brand but gives the Retail it’s own distinctive look.
Retail is hard and fast. In the context of any campaign, the Power Claim is the single, most potent customer benefit we offer and is designed to create urgency.
Words drive action. Look for phrases that create a sense of immediacy, urgency and action around the product and service.
EG. NOW, FREE, JUST, ONLY and FOR LIMITED TIME ONLY
‘Stats’ are just as important in Retail as they are in Sport. Hero-ing them makes
messaging simple and fast to understand and creates FOMO.
People digest icons faster than they read words and sentences.
Retail is all about results. Work always needs to be loud, bold and unapologetic to stand out from the crowd.
