Début Février, le syndic Bellman dévoile sa première campagne d’affichage, une campagne choc pour le moins déconcertante. Qui peut dire haut et fort : “Je suis entièrement satisfait de mon syndic et je n’en changerai pour rien au monde” ? Très peu de monde. En novembre 2021, 45% des copropriétaires se déclarent mécontents du syndic en charge de la gestion de leur copropriété !
Leur stratégie de communication ? Se placer en rupture face à leurs concurrents.
Le nouveau Syndic Bellman a choisi une manière toute particulière d’axer sa communication : non pas d’adhérer à un syndicat mais de passer à l’acte pour changer de syndic. Leur stratégie ? Démontrer tous les problèmes liés aux syndicats dont on a l’habitude et de proposer de changer pour « plus de réactivité, plus d’efficacité et plus de contrôle ». Ils adoptent ainsi leur baseline :
« Le syndic qui fait changer les choses. »
Le tout pour une campagne publicitaire choc et décalée.
Pour leur prise de parole, le syndic a choisi l’agence indépendante Steve pour une campagne audacieuse invitant à enfin changer de syndic, alors que seul 19% des copropriétaires indiquent avoir l’intention d’en changer. Alors, comment ont-ils appliqué leur patte « In pop we trust » à cette campagne ?
Afin d’interpeller les gens et d’inciter au passage à l’acte, l’agence a dévoilé sa nouvelle campagne le 8 février 2022. Avec une tonalité décalée, accrocheuse et piquante, elle a objectif de dire aux copropriétaires qu’ils n’ont désormais plus aucune raison de subir leur syndic… à moins d’aimer ça. Une campagne de 4 visuels différents photographiée par Sacha Goldberger connu notamment pour ses séries de photos sur sa grand-mère “Mamika”.
“Une certaine fatalité mais aussi lassitude s’est installée chez les copropriétaires. À travers cette campagne, nous avons voulu leur dire avec une pointe d’humour que leur souffrance pouvait prendre fin. Et par souffrance, nous n’exagérons rien : les déconvenues mises en lumière dans cette campagne sont la réalité malheureuse de certains copropriétaires. Plus personne ne devrait continuer d’accepter cela” déclare Antonio Pinto, CEO de Bellman.
“Pour interpeller ces copropriétaires trop souvent frustrés et afficher l’efficacité de son modèle, Bellman se devait d’arriver avec un message fort, qui fasse l’effet d’un électrochoc d’une part, mais aussi avec l’humour et la connivence qui permet de créer immédiatement du lien” ajoute Guillaume Lartigue, co-Président Directeur de la Création de Steve.
Une campagne quelque peu surprenante au premier abord… Mais qui a le mérite d’attirer le regard ! Qui laisse perplexe et qui fait très certainement réfléchir sur son choix de syndic… Elle est prévue sur 6 semaines est diffusée dans le métro, sur les bus, en abribus, dans les gares. Tout ceci accompagné d’une stratégie digitale et sociale mais aussi des relations médias.
Et alors, ça donne quoi ?
Alors, qu’en pensez-vous ? Ça passe ou ça casse ?
N’hésitez pas à partager votre avis dans les commentaires ou à consulter d’autres campagnes de communication.
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