Kayo - Scary Good
Fox Sports wanted to launch a sports streaming service to try and revitalise their obsolete model and stem the flow of departing younger viewers. From strategy to naming to design and comms, we developed Kayo. And when it came to launching it, we looked to the very world we were streaming. In sports, an athlete that stands head and shoulders over the competition is described as 'scary good'. With a streaming platform that stood head and shoulders above the competition, we described it the same way. Within 6 months of launch, Kayo had over 300k subscribers, spontaneous awareness of 24% and prompted awareness of 51%.