Campaign objectives

The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads.

For RMB and its associated broadcasters RTBF and Tarmac, the objective was to launch a new format able to engage the Gen Z audience through an interactive, multi-platform experience.

For Deli Choc and Sprite, the campaign was built as global sponsorship and co-branding across all communications to increase brand awareness among young audiences, anchor the brands in urban, contemporary culture, and strengthen a modern, fun, and youthful brand image. The plan relied on the programme’s participation mechanic and the surrounding video plan as the main route to attention.

Context

The “PLAYGROUND” programme gives that advertising process a clear public-facing structure. Instead of treating casting as a closed step before broadcast, the project turned selection into content with three consecutive phases, each designed for a different moment of attention.

The first phase was pre-casting back in summer 2025: a call-out on Tarmac social channels, collecting dozens of freestyle submissions and creating early momentum through short-form video.

The second phase was the format’s participation peak: a live selection (2025), with 50 candidates chosen for a live casting broadcast on RTBF streaming platform Auvio, and social platforms. The live show ran on Auvio, YouTube, and TikTok with an on-screen QR code for real-time voting. Viewers rated performances 1–10 via QR code, and those scores were combined with professional jury scores for real-time ranking.

The casting outcome was designed so the public ranking carried weight, thus allowing the brands to be part of a moment where viewers’ choices mattered, which strengthens the partnership’s impact.

For Deli Choc and Sprite, the plan was built around presence that followed the programme across platforms. The activation included global sponsorship and co-branding across all communications, plus on-screen integration during live casting and episodes (studio visuals, QR codes, product placement). Around the content, the partnership used pre-roll and mid-roll ads on Auvio and social platforms, supported by sampling and on-ground activations linked to the show, with the products clearly visible during the broadcasts.

The cross-platform layer was also designed to keep the format present between live and episodic moments, with teasers, clips, and exclusive content shared on TikTok and Instagram to boost interaction.

Creative minds

The programme brought together RMB, Tarmac and RTBF on media, production, and distribution, with Deli Choc and Sprite joining as brand partners for the sponsorship layer.

Both food and beverage brands were positioned to fit the programme’s creative purpose, helping Sprite and Deli Choc be seen as authentic supporters of on-screen talent and driving engagement among younger viewers.

Campaign video

The campaign combined short-form recruitment and freestyle clips on social platforms with long-form episodes on Tipik TV and Auvio. First episodes are available on Auvio.

Results

The campaign’s impact centred on participation and brand association inside a live viewing moment. Live voting and interactive elements drove active participation (2025), with the QR scoring mechanic giving audiences a direct role in the casting outcome.

Within that setup, the brands’ goal was not only reach but fit: the project reports brand relevance. In other words, the campaign allowed Deli Choc and Sprite to successfully connect with Gen Z and the Belgian urban music scene, and also built cultural credibility, with the brands perceived as authentic supporters of emerging talent and the rap ecosystem.

With this case, RMB shows that creative campaigns mixing live, digital and TV can increase engagement and make the brand feel more relevant. Here, interactive tools like QR voting and live rankings effectively turn attention into measurable participation and create a stronger community around the brand. Furthermore, supporting local culture builds credibility with Gen Z and keeps the brands visible without disrupting the viewing experience.

Source: egta.com

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