RMB has created Blue as a single transition brand that signals a purpose-driven marketing strategy to both citizens and advertisers. From a B2C angle, it is presented to the viewers through a recognisable on-air identity and the www.bluepub.be website, and from a B2B perspective, to the ad market as a label attached to campaigns that meet RMB’s sustainability criteria.
Blue brings together campaigns from brands that integrate concrete sustainability actions into their strategy and uses advertising as a lever for ecological and social transition across TV, radio, digital platforms and cinema.
Blue unifies RMB’s sustainability actions
Blue is described by RMB as a showcase for ads from brands with real environmental or social commitments. Each Blue campaign is identified by a logo or jingle and is explained in more depth on bluepub.be, which clarifies the brand’s role in the transition and the specific commitments behind the message. By making these commitments easier to read, RMB aims to help consumers make more informed consumption choices and to support brands that engage in sustainability.
Behind this public facing product sits a commercial framework, in which advertisers who join the label contribute financially to the creation of additional content. Their funding is used to produce and support pieces that showcase projects and initiatives with a positive environmental or social impact, many of which are linked to the United Nations Sustainable Development Goals.
In parallel, RMB has developed a commercial charter which groups its actions under three main pillars: solidarity advertising, positive advertising and narrative optimisation. The charter positions the sales house as a partner that can make its own activity more sustainable while also helping clients communicate their commitments in a more credible way.
Campaign roll-outs make the transition visible
Blue Minutes’ model positions the sales house as a bridge between advertisers and the associative sector. The first campaign under this banner supported a Belgian second-hand charity “Les Petits Riens” with a twenty-second spot produced by RMB’s content team and broadcast on all radios in its portfolio (including RTBF stations, NRJ, FUN Radio and LN Radio).
In terms of results, this inaugural Blue Minutes campaign for Les Petits Riens ran from 27 October to 5 November 2025 and reached 41% of the francophone 18+ population, or around 1.6 million listeners, with an average frequency of 5.5. It was made possible by Colruyt and Keytrade Bank, which chose to cede part of their advertising budgets so that the NGO’s message on poverty reduction, reuse and local solidarity could be heard more widely.
On the “positive advertising” side, RMB inaugurated Blue Brand in November 2025 with global energy and utilities provider ENGIE as the first advertiser. A dedicated TV screen labelled Blue Brand was created for campaigns by brands with a sustainability engagement. This campaign has been visible since 10 November 2025 on RTBF’s La Une and Tipik, as well as AB3 and LN24, and at the same time marked the opening of the bluepub.be website as a public platform for Blue campaigns.
Turning partner support into national solidarity campaigns
The combination of Blue Minutes and Blue Brand illustrates how the Blue system operates in practice. For Les Petits Riens, Blue Minutes transformed the contributions of Colruyt and Keytrade Bank into a national radio presence. The campaign made the association’s mission visible, emphasising its work to combat poverty and overconsumption while promoting reuse and local solidarity.
For ENGIE, Blue Brand provided a clearly signposted context for a television campaign about responsible energy use. On bluepub.be, the campaign is positioned in the broader narrative of energy transition, linking individual gestures and contract choices with wider system change. In this way, Blue Brand connects ENGIE’s message, the media environment and the public explanation of commitments into a single, coherent package.
OTHER CASE STUDIES
USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT
24. 2. 2026This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
HOW BMW USED A COUNTDOWN TO HOLD ATTENTION FOR TWO MINUTES
24. 2. 2026The iX3 launch in Belgium used prime time to make a first impression quickly. The plan did not rely on many repeated 30-second ads. Instead, it opened with a two-minute film that ran without interruption. In this campaign, this timeframe was used as a clear countdown linked to the car’s driving range. The number on… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
WHEN DISNEY CAME TO DANCING: A LIVE SHOW BECOMES A FAIRYTALE
24. 2. 2026Inspired by Disneyland Paris’s Disney Music Festival, where performances by Disney-movie characters fill the park with dance and live music, DPG Media’s creative team proactively conceived an unprecedented brand integration: a dedicated Disney-themed episode of Dancing With The Stars. The concept was not driven by a client brief. Knowing the client’s wishes and dreams, and… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT
30. 1. 2026ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang,… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
WHEN ENTERTAINMENT BECOMES EDIBLE
30. 1. 2026General information Country: France Company: CANAL+ BRAND SOLUTIONS Client: McDonald’s Sector: FMCG (Food & Beverage) Media: Linear TV, digital video, social media, in-app activation, in-store Time period: 4 months (September – December 2024) Background Hot Ones is a popular interview show concept in which well-known personalities answer in-depth questions while tasting progressively spicier hot sauces, creating a mix of entertainment, authenticity, and… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
USING CARBON SCORING TO STEER ADVERTISING TOWARDS MORE SUSTAINABLE PRODUCTS
11. 12. 2025FranceTV Publicité has partnered with independent consultancy Carbone 4 to measure the climate compatibility of advertised products and, from 2026, to encourage higher-scoring products with preferential airtime across its ecosystem. This approach treats climate-compatible advertising as a lever sales houses can actively control, rather than a passive constraint. The following sections highlight seven points sales… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
10. 12. 2025RMB has created Blue as a single transition brand that signals a purpose-driven marketing strategy to both citizens and advertisers. From a B2C angle, it is presented to the viewers through a recognisable on-air identity and the www.bluepub.be website, and from a B2B perspective, to the ad market as a label attached to campaigns that… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS
28. 11. 2025Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response,… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES
28. 11. 2025Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
DPG’S AD MANAGER+ LAUNCHES FOR SEAMLESS DISPLAY WITH AI-BASED AUDIENCE
24. 10. 2025DPG Media is extending its in-house platform with Ad Manager+. The update adds AI optimization audience expansion, creative tools, and workflow support in the same self-serve environment that supports Full CTV and retail-data activation. For sales houses: retail and commerce data become addressable on big-screen inventory within a sales-house stack, with performance tools, reporting, and… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
14. 10. 2025FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting. AI… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING