Red Noise.
The 2026 World Cup was played in a time zone far far away. Which meant a huge struggle to enjoy 3AM games without waking up sleeping partners. Thankfully Betclic created a solution for late-night football fans.
Client
- Betclic
My Role
Concept
Creative Direction
Media
Experiential
PR
Social Media
Other People
- Radosław Smorga. cgo
- Marta Adamkowska. ad
- Marta Tomczak. cw
- Artur Wolgers. dir
Agency
- 180heartbeats+JvM
Date
- June 2026
Matches at 3AM? We got you covered.
Betclic introduced Red Noise. A new sleep noise created entirely from stadium sounds. We went to a match and recorded chants, whistles and cheers. And then processed it to create a uniform, sleep inducing sound. Play it next to your partner and they will stay deeeep asleep.
Red Noise: turning football from a problem into a solution. food can tell a story, we decided to tell fans the story they wanted to hear at that specific moment.
Numbers you could hear.
• 18.250.061 impressions in 18 countries.
• 163.8% increase in new users.
• 7.7% growth in turnover.
• 0% of partners awaken by football.