Rightmove is launching an integrated marketing campaign including a new TV ad as the market moves into the Autumn homebuying season.
Set to Blur’s Song 2, the TV ad features a father and son who have moved to a new area, seemingly following a family split.
The child (main picture) is an aspiring basketball player and although he misses his dunk shot the message is all about belief and that maybe it might happen ‘next time’.
Rightmove says that it aims to help agents by highlighting to people that by using the portal’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.
The TV ad that will air across prime-time TV spots and premieres tonight (Friday 15th September) on Channel 4’s Gogglebox.
It will also appear during other key TV programmes throughout September and October across Channel 4, Sky and ITV including 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.
Matt Bushby, Rightmove Chief Marketing Officer, 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.”
And he adds: “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.”
Watch the TV ad HERE.
The Neg revealed earlier this week how Savills has launched emotional’ TV advert to attract upsizers and downsizers.