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Rightmove shows every customer can find a home
The campaign leans on storytelling to reassure consumers they can make their move this Autumn.
Nicola Kemp
Editorial Director Creativebrief
Bite Insight
As the summer slump subsides and Autumn plans come to the fore, Rightmove is launching an upbeat campaign designed to instil everyone with the belief to make their move.
The brand, which is lined up to sponsor The Voice UK, is successfully making its voice heard with a campaign which includes out of home and a high profile updated TV spot.
One outdoor execution features a fresh approach. In place of a lavish property spot is a close up of a plait and the strapline: ‘Palatial rooms. With a tower. Staircase optional.’
In the current climate even Rupunzel would be forgiven for putting her plans on pause. But as Rightmove has underlined through advertising through the election cycle, consistency is the key to successful brand building.
The OOH component of the campaign will launch on the 9th of September and run through to early November. The new creative features a diverse range of home searches, from a 7-bedroom thatched cottage nestled in the woods to a townhouse on Baker Street with room to think.
Matt Bushby, Chief Marketing Officer at Rightmove explained: commented: “At Rightmove, we're committed to giving everyone the belief that they can make their move this autumn. This campaign allows us to showcase the diversity of homes on our platform across the UK—from the fantastical to the familiar. We're not just telling stories about homes, we're showing that Rightmove is the place to go where everyone can find the home for them.”
Media for the campaign was planned and bought by global media agency Wavemaker UK who were appointed by Rightmove at the start of 2024.
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