Rightmove to dive into marketing blitz on Xmas day
Portal says new ads, which are part of its ongoing 'believe it' themed marketing will air while most agents are recovering from Xmas lunch.
Festive traditions are abundant at this time of year and Rightmove’s decision to launch a new marketing blitz from Christmas Day onwards is one of them.
The portal, hot on the heels of rival Zoopla, says its new campaign will be called If they can find it, so can you.
It is designed to egg its market-dominant position with the largest choice of homes and that therefore everyone can find a home that “fits their requirements on Rightmove – however unique those requirements are”.
Its campaign is the latest version of Rightmove’s Believe It brand platform which launched in 2023, giving everyone the belief that they can make their move.
The first ad will air on Christmas Day, and will appear in key festive shows including The Masked Singer and The Big Fat Quiz Of The Year. It tells the story of Zoe (pictured), who has a professional diving past and finds a home that perfectly suits her needs – right by the sea, allowing her to perform an epic dive every morning to start her day.
Later ads will tell similar personal stories and home choices.
Key slots
During the New Year the ads will be seen in a number of key slots across TV, video-on-demand, YouTube, cinema, social media, radio, and outdoor advertising as well as PR activity, and content outputs on Rightmove’s channels.
Rightmove reckons the campaign will reach some 60 million people across the UK, getting home-movers ready for the traditional spring selling season.
“We’re really fortunate that over 80% of all time spent on property portals is on Rightmove, so we want to use our brand to make sure home-hunting is front of mind from the moment the mince pies come out on Christmas Day,” says Rightmove’s Chief Marketing Officer, Matt Bushby.
“Our new campaign shows that whatever you’re looking for, no matter how unique, you can find it on Rightmove. We’re delivering that message across different audiences and life moments, and it’s timed to help our partners at two really key moments for the housing market, the Boxing Day bounce and subsequent New Year activity.”
Watch the ad
