In France, nearly half of co-owners say they are unhappy with their building management. Bellman was introduced to change that. It uses digital technology for improved control of renovations, budgeting and more. Considering the rather dry subject matter agency, Steve, wanted to come up with an advertising campaign that was unconventional for the company’s first advertising campaign.
The OOH campaign, You Probably Enjoy That, is the result. The campaign’s quirky, catchy and biting tone tells co-owners that there is no longer any reason to put up with their management company…unless they enjoy it.
The first phase of the campaign consists of four visuals shot by Sacha Goldberger, known for his series of photos of his grandmother, Mamika, or his series of superheroes shot in the style of Flemish paintings.
“A certain sense of fatality, but also a feeling of weariness has 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,” stated Antonio Pinto, chief executive officer 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,” added Guillaume Lartigue, co-president creative director of Steve.
The outdoor ads will run for six weeks in metro, buses, bus shelters and stations, supported by digital, social and PR.
Credits:
Client: Bellman
Brand Director: Virginie Deprost
Agency: Steve
Co-President & Executive Creative Director: Guillaume Lartigue
Creative Director: Edouard Dorbais
Art Directors: Isaora Le Jeannic & Benoit Jung
Copywriter: Aymeric Druaux
Strategy Director: Laure Lagarde
Group Account Director: Louis Tierny
Account Executive : Pierre Van Elslande
Photographer: Sacha Goldberger
