Rightmove launches new integrated creative campaign
Rightmove is launching an integrated creative campaign reaching 51 million people, to kick of its new brand communications and to capture the attention of would-be movers as we head into the Autumn home-moving season.
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.
Kicking it off is an integrated campaign, including a brand-new TV ad that will air across high reach, prime-time TV spots. It will premiere tonight (Friday 15th September) on Channel 4’s Gogglebox.
The ad will appear during other key TV programmes throughout September and October across Channel 4, Sky and ITV, designed to reach a large and varied potential home-moving audience. This will include 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.
Agents can watch the ad now: https://youtu.be/YawGi0q97Is
Matt Bushby, Chief Marketing Officer at Rightmove commented: “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.
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