HSB is a strong, established brand that is inextricably linked to housing. Strangely enough, many don’t know that HSB is also one of Sweden’s leading actors in property management. Our challenge was to make co-op boards aware of this and to make HSB their go-to place for assistance with property management issues.
What immediately became clear is that it can be quite tricky to reach out to co-op boards. As a target group, board members are extremely diverse: young or old, men or women – it really could be anyone.
HSB Stockholm is a large company with activities in several different areas that all cooperate, but that also act according to their own agendas. To truly understand the challenge, we started by interviewing all operations managers and, based on their responses, pinpoint their particular challenges, and what they could offer clients. Armed with that knowledge, we developed the concept, We’ll figure it out together.
A simple message, but strong and personable. Rational, but also congenial and communicative. HSB does not want to come in and take over – the board is still in the driver’s seat. HSB is a partner. A response to the regular co-op board attitude, “we’ll figure it out on our own”. Whether it’s a challenge or an opportunity, we’ll figure it out together.