UCM is the main French-speaking employers’ organisation in Belgium, representing the self-employed and SMEs. The UCM Ma bonne idée campaign was designed and produced by Equation to help prospective entrepreneurs in Wallonia and Brussels discover UCM’s full support offering, from creative concept to media activation.

RADIO SPOTS “MA BONNE IDÉE”

Four 30-second radio formats, each built around a distinct business scenario: Dentakid, Food truck, Domotique, E-taxi. each placing UCM as the natural next step for anyone starting out.

PAID SOCIAL CAMPAIGN

Meta ads &targeting independent starters and first-time employers across Wallonia and Brussels, driving qualified traffic to the dedicated landing page mabonneidee.be.

TESTIMONIAL FILMS

Real entrepreneurs sharing their story on camera, deployed on YouTube, Facebook and the UCM website to ground the campaign in authentic experience.
UCM supports tens of thousands of independent workers and SME owners across French-speaking Belgium. The challenge for “Ma bonne idée” was to make that support offer concrete and accessible to people who are not yet members: independent starters, first-time employers, and growing SMEs considering their first hire.
Equation handled the full scope: campaign strategy, creative concept, radio production across multiple business scenarios, testimonial film production, digital assets, media planning and buying across radio, digital and social.
The result was a consistent, high-presence campaign positioning UCM as the partner of choice for anyone with a good business idea in Belgium.