Rightmove is launching a new marketing campaign which it calculates will reach 51m people - the overwhelming majority of the UK population.
It says it wants to capture the attention of would-be rental and sales movers as autumn begins.
A statement from the portal says: “The evolution of its brand communications aims to help agents by highlighting to people that by using Rightmove’s tools and services, and by turning to agents for expertise throughout their home-moving journey, they can believe that they can make their move happen.”
It kicks off tonight with a brand-new TV ad that will air across high reach, prime-time TV spots, beginning with this evening’s Gogglebox on Channel 4.
The ad will appear during other key TV programmes throughout September and October across Channel 4, Sky and ITV - and this will include during The Great British Bake Off and Rugby World Cup games.
The campaign will also feature outdoor media, alongside video-on-demand and social media activity, directing audiences across all platforms to explore agents’ listings on Rightmove.
Matt Bushby, chief marketing officer at Rightmove, says: “Our vision is to give everyone the belief that they can make their move. This new direction comes from insight that not all moves are linear, something that agents will be very familiar with.
“Many people have different challenges to overcome in their search for a home, and we want more people to know that with the help of agents and Rightmove they can maintain the belief that their move can happen. We also want to help prompt more people to take those first steps towards making it a reality.
“Our new creative campaign comes at a key time for agents after the summer holidays and before Christmas, and we aim to help by directing more people to their properties on Rightmove.”
The new brand platform has been created with Rightmove's brand strategy and creative agency neverland, with media planning by agency Electric Glue.
Agents can watch the ad now on YouTube: https://youtu.be/YawGi0q97Is
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I've just watched it.... I'm probably too "old school" to understand and properly appreciate such a carefully "curated" assemblage of up to date, thoroughly Politically Correct and nicely woke clichés as just "revealed" to us, but I expect people like Dame Sharon White - the token head of John Lewis - would get it and approve.
It's a concern to me though that another now major organisation (which is what Rightmove has become) that we all regularly use and rely on should have so clearly lost its way and forgotten what it does for a living, who it's main customers actually are and what they come to it for.
Am I alone in feeling that and thinking this way?
Most advertising seems to be a political diatribe, with foundations in modern Marxism. As GB news and Farage has pointed out viewing figures are a fantasy and the advertising agencies are very left leaning, ie no advertising on GB news !
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