Bellman "cracks the whip" on co-ownership property management sector with Steve

Who can say: "I am completely satisfied with my syndic (building manager) and I wouldn't change them for anything in the world"? 

 

Unfortunately, few French people can... In a study conducted by Bellman with Harris Interactive in November 2021, 45% of co-owners say they are dissatisfied with the syndic in charge of managing their co-ownership. 

 

This mistrust is caused by a high level of opacity and many abuses, but it is all about to change with the arrival of new players such as Bellman. A new-generation professional syndic, that has entirely reinvented co-ownership property management to move things forward, combining the performance of digital technology for greater control (renovations, budgets, etc.) with greater availability of managers for greater efficiency. 

 

For its first advertising campaign, Bellman chose independent agency Steve for a bold out-of-home campaign inviting people to (at long last!) switch their syndic, 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 4 visuals shot by 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. 

 

"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. 

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 

 

 

About Steve 

Steve is an independent creative agency founded in 2015, and run by Guillaume Lartigue, Grégoire Soufflet and Nicolas Lévy. It specialises in brand strategy, advertising and social media. In 2021, it achieved a gross margin of €4 million, currently has 65 employees, was elected Independent Advertising Agency of the Year 2020 and is one of the 500 Champions of Growth 2021 established by Les Echos and Statista. 

Its main clients are DisonsDemain, Netto, PicWicToys, the Bel group, Parc Astérix, ekWateur, ... www.steve.paris 

 

About Bellman 

Created by 2 engineers, Antonio Pinto and Jonathan Ratier, Bellman is a new generation building manager whose mission is to completely reinvent a sector that has remained immobile for too long. How? By providing everything that digital technology is capable of to help managers, accountants and union councils work more effectively together and advance the issues of their building. 

In barely 3 years of existence, Bellman already has 450 co-ownerships under management, nearly 30,000 co-owners and more than 100 employees spread throughout France.