RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as Flash, RMB decided to develop a new brand named Slice. This new department serves as a nexus, bringing together brands and content creators such as streamers streamers, YouTubers, gamers, etc. Jointly, they develop next-level branded content for clients.
About Slice
Officially inaugurated in March 2023, Slice represents an ecosystem that brings together brands and young Belgian content creators. Equipped studios, strategically placed within RMB’s offices, include a lounge room, an audio room, a beauty room, a green room, and a gaming room, expediting the production process. RMB contributes its client relationships and expertise as a sales house. The objective is to facilitate connections between advertisers and innovative Belgian content creators, fostering exceptional long-term collaborations based on shared values and authenticity.
Slice is not just another influencer agency, what distinguishes them is their long-term strategy, they don’t work on action-based partnerships. Each creator possesses their unique universe, and brands seamlessly enter this space to communicate authentically with the audience. Slice ensures that creators and brands share common values.
Napoleon Sports podcast “Nonante Minutes”
An illustrative example of a Slice campaign made in collaboration with a betting company Napoleon Sports was the launch of a podcast and a brand new channel called “90 minutes”. The podcast, comprising seven episodes discussing football with interviews of renowned footballers, featured hosts who were football specialists and Twitch or other streaming experts. The content was disseminated across Facebook, YouTube, and Instagram.
Payconiq campaign
Another client, Payconiq (a mobile payment system via QR codes), engaged young talents as brand ambassadors, each taking a unique approach. One YouTuber wagered with people on the street, daring them to deliver shocking news to a relative. If they obliged, he rewarded them using Payconiq.
Another influencer developed a special dance for TikTok illustrating the no need for a wallet via “Bye-bye wallet” dance when using Payconiq. Both approaches were very successful in engaging their followers and received a positive response. More about this campaign here.
Other clients of Slice include Axe, Proximus, Base, Jupiler, Orange, Keytrade Bank, Disney, Sony Pictures, VISITWallonia, etc.
Source: egtaknowledgehub.com
OTHER CASE STUDIES
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS
19. 1. 2024If you have been paying attention, you will remember the research study on the effectiveness of TV program sponsorships conducted by the Marketing Scientist Group in collaboration with Paramount ANZ (Australia & New Zealand). The study explores the impact of attention on brand assets within TV sponsorships. The study encompassed a comprehensive experiment involving 2200… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL
12. 12. 2023In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
20. 11. 2023RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
ADMEIRA AIRS SWITZERLAND’S FIRST ACCESSIBLE TV SPOT – GILLETTE AD WITH AUDIO DESCRIPTION
26. 10. 2023Procter & Gamble broadcast a TV commercial with audio description in Switzerland for the very first time. The Gillette commercial is just the beginning of accessible TV advertising in Switzerland. The audio description function, which has been used in feature films at SRG SSR for several years, is now making its way into TV advertising… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
EGTABITE 433: THE REALITY OF DEVELOPING AND OPERATING A SUCCESSFUL VOD PLATFORM IN A SMALL MARKET
23. 6. 2023In the highly competitive world of video-on-demand (VOD) platforms, even broadcasters in smaller markets can achieve success. In this week’s egtabite, we look at how Switzerland’s CH Media went about developing their streaming platform oneplus, with Lovely Systems, an Austrian-based development firm playing a pivotal role as their central service provider. By prioritizing the customer… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
EGTABITE 431: IGNITING A BRAND WITH ADSMART
9. 6. 2023In this week’s egtabite we put the spotlight on an intriguing and successful ad campaign carried out for brand Homefire, a smokeless coal, fire log and firewood manufacturer and supplier that has been around for 30 years in the U.K. but had never advertised on TV before. From a consumer point of view, it existed… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
