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
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BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
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GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
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THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
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RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
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CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
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HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
24. 2. 2026Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
24. 2. 2026Context Channel 4’s Diversity in Advertising Award 2025 set its brief under the theme “Inclusive by Design”. It asked brands to embed inclusive practices into the creative, rather than at the end of production. The initiative linked that ambition to airtime: £1m of advertising space across Channel 4’s portfolio sat behind the winning campaign. 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
TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT
24. 2. 2026Context A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast. In this case, the ITV campaign… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING