[La Créa de la semaine] “The Collaborative Spirit Transforms Real Estate,” Orbi’s New Campaign – Budgets > Agencies

insight

In an active but competitive market, the Orpi network – through its 1350 agencies – would like to reaffirm Prestige as a real estate expert at the service of every Frenchman Those wishing to buy, sell or rent a property. If investing remains cumbersome, Orpi offers reassuring terms for every transaction, that’s the message.

device

After winning a European tender, Score DDB has imagined a new campaign that reveals the expression and signature area From the real estate network: “The collaborative spirit changes real estate”. It reflects the group of independents’ desire for assertiveness its collaborative mode. Having a collaborative spirit means sharing knowledge, skills and experience… a promise that resonates with clients looking for a partner to help them at a pivotal moment in their lives. A period of maximum stress when many questions remain unanswered. How much should I sell it for? Is this the right time to invest? How do power diagnostics work? A real estate project inevitably raises many questions. After you become obsessed, they sometimes prevent you from concentrating on something else. Whether we are playing basketball with our kids, drinking our morning coffee, or even putting away the groceries, real estate problems can attack us at any time so that we forget what is around us and what we are doing. This is what the new campaign envisions Three funny, slightly silly movies. To enhance its differentiation, Orpi revised its signature as well as its visual expression. Thus, the “O” of the brand is reaffirmed as a key identity element that is addressed in all media of the brand. It surrounds the face or subject of the visuals to express Orpi’s ability to focus on what’s important. These new items will also be visible in all branches in France during the business operations of the 2023 Business Plan.

Objectives

This new area of ​​expression aims to enhance differentiation and brand recognition in a saturated market.

Opinion by Sophie Montfort, Creative Director of Score DDB

“We won this budget over a fairly simple creative idea: buying, selling or renting a property is always a stressful adventure that raises thousands of questions. During the time a property is on the market, It’s always a headache. We end up thinking only about it and not always at the right time. It’s these moments of reflection that we wanted to capture through our fairly simple comedy Where the characters are taken in by inner thoughts without considering their entourage. The principle of inner voices makes it possible to convey a lot of information without resorting to dialogue, which is very classic. we chose A humorous tone that de-dramatizes the situation Since the end, the solution comes from Orpi with its professional advice and support. In a real estate market that has become highly tense and digitized, Orpi highlights its position as a cooperative agency that benefits from a network that can be mobilized throughout France. The cast, directed by Owen Trevor Black, highlights actors who are not so present in ad films and who have realism, because they are close to us. The chief operator took care of it Film aesthetics With beautiful lights and different color codes for each movie. This first speech will be followed by an epic, released throughout the year.