Did you know? Red Onion and NetBetNews on air on Sky Sport with the commercial that celebrates the curiosity of sportsmen.

Context & Objective

NetBetNews.it, a sports news portal, debuted in communication with a national campaign on air on Sky Sport channels until the end of 2023, with a pre-roll extension on digital channels. Objective: to build awareness and preference for the new publishing brand in the world of sport.

Insight that drives creativity

The site's distinctive editorial asset is the column "Did you know that?": anecdotes and curiosities capable of surprising fans and enthusiasts. Hence our choice: to use that information lever — quick, memorable, shareable — as a creative idea for the campaign.

Creative idea: "Did you know?"

We opened the commercial with two curiosities from the world of sports that immediately project the viewer into the story, supported by a quick editing and an informative but engaging tone of voice. The payoff "All about sport" focuses on the editorial richness of the site: updated news on football, tennis, basketball, statistics, fantasy football tips and "wow" content with high shareability.

Media plan & formats

• TV: on air on Sky Sport (national launch campaign).
• Digital video: multi-platform preroll, cutdown, and adaptive formats.
• Creative roadmap: the first piece of a 23/24 seasonal trend with additional subjects on the theme of the evolution of sports information.

What we did

• Concept & copy: declination of the "Did you know that?" axis in a campaign key.
• Script & storyboard of the TV commercial.
• Production and post-production of the commercial with targeted live-action stock selection, motion graphics and brand integration.
• Adaptations for pre-roll and digital formats.
• Versioning and delivery of materials to TV/digital dealerships according to technical specifications.

Why it works

• Coherence between editorial product and message: the proprietary column becomes a campaign idea.
• Fast format, high recall: curiosity = perfect hook for TV and prerolls.
• Scalability: Multiple subjects during the 23/24 season without reinventing the creative framework.
• Agile production: Highest perceived quality with reduced time-to-market.

Red Onion's role in the Sports industry & Betting

This project renews the experience almost twenty years of Red Onion as a production lab for national players and in the betting and sports sector, including TV campaigns, digital video and asset.