First Blue Minutes campaign
RMB unveils the first Blue Minutes solidarity ad campaign: a radio spot for Les Petits Riens, funded by donated ad space from Colruyt and Keytrade Bank. This initiative shows how advertisers can combine advertising, responsibility, and social impact by supporting associations committed to the Sustainable Development Goals.
A cause-driven ad that makes a difference
With Blue Minutes, RMB offers a system where each advertiser can give up part of their space to support an association committed to the Sustainable Development Goals. An easy way for brands to make their commitment to a more responsible society real.
Inspired by "suspended coffees," the Blue Minutes concept is simple: thanks to RMB's bridging role, a brand can allocate part of its ad budget to an association to boost its communication, or several advertisers can combine their contributions to jointly give stronger visibility to an organization committed to the common good.
The first Blue Minutes campaign, created for Les Petits Riens with the support of Colruyt and Keytrade Bank, confirms the relevance of a model that puts solidarity at the heart of the advertising message.
Two advertisers give a voice to Les Petits Riens
Colruyt and Keytrade Bank were the first to launch solidarity advertising by donating part of their media budget to support Les Petits Riens. Thanks to the commitment of these two advertisers, a 20-second radio spot produced by RMB's Content team aired on all managed radios from October 27 to November 5, 2025.
This first Blue Minutes campaign reached 41% of the French-speaking population aged 18+, nearly 1.6 million listeners, with a repetition rate of 5.5. This result highlights the power of the initiative: to shine a real spotlight on an organization working for a better world, while enabling brands to strengthen their social commitment through a simple, measurable, and meaningful action.
At Colruyt Group, we aim to make a positive difference in the world. We are an organization that takes its responsibilities seriously. Participating in Blue Minutes was therefore a natural choice. We applaud this solidarity initiative and are delighted to support Les Petits Riens. Advertising can be an incredible tool for action, and it's important to use it to benefit social initiatives.
Blue Minutes among RMB's solutions
Blue Minutes are part of a broader range of solutions offered by RMB to balance advertising with sustainable development. Through various responsible initiatives, the agency supports advertisers who want to communicate while promoting a greener, more inclusive transition, and remain mindful of their message impact.
-(600-x-582-px)-(2).png?language=en)