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A new campaign from Paris agency Steve for Bellman, a new generation co-ownership property management company, has been launched.
In France, nearly half of co-owners say they are unhappy with their building management, but Bellman offers a new generation solution using digital technology for improved control of renovations, budgeting and more.
Considering the rather dry subject matter, the agency wanted to come up with something unconventional.
For its first advertising campaign, Bellman chose independent French agency Steve for a bold out-of-home campaign inviting people to switch their syndic (building manager) in charge of managing their co-ownership, when only 19% of co-owners say they intend to do so.
In order to appeal to people and encourage them to take action, Steve has devised an out-of-home campaign unveiled on February 8 with a quirky, catchy and biting tone to tell co-owners that there is no longer any reason to put up with their management company... unless they enjoy it.
A campaign of four visuals was shot by photographer Sacha Goldberger, known in particular for his series of photos of his grandmother "Mamika" or his series of Super Heroes shot in the style of Flemish paintings.
The four cheeky visuals show that those who don't make the switch must really like their current set-up...
"A certain sense of fatality, but also a feeling of weariness have set in among co-owners. Through this campaign, we wanted to tell them with a touch of humour that their suffering could come to an end. And by suffering, we are not exaggerating anything: the disappointments highlighted in this campaign are the unfortunate reality for some co-owners. No one should continue to accept this anymore," says Antonio Pinto, CEO of Bellman.
"To appeal to these too often frustrated co-owners and display the effectiveness of its model, Bellman had to come up with a strong message to generate an electroshock effect, but do so with the humour and sense of affinity that immediately creates a bond," adds Guillaume Lartigue, Co-President Creative Director of Steve.
A powerful 360° media plan will be deployed for six weeks in metro, buses, bus shelters and stations and completed by a digital, social and (e-)PR plan.
Credits
Sector: real estate
Advertiser: Bellman
Brand Director: Virginie Deprost
Agency: Steve
Co-President & Executive Creative Director: Guillaume Lartigue
Creative Directo r: Edouard Dorbais
Art Director: Isaora Le Jeannic
Art Director: Benoit Jung
Copywriter: Aymeric Druaux
Strategy Director: Laure Lagarde
Group Account Director: Louis Tierny
Account Executive : Pierre Van Elslande
Photographer: Sacha Goldberger
