Agency: Hooper Galton
Hooper Galton has created a multi-media campaign for property website Rightmove, set to be the brand’s biggest-ever marketing push.
The agency has created executions across TV, outdoor, and digital escalator panels. Custom building wraps and digital advans will also be placed in key cities. A major trade push will accompany the campaign, including press, direct mail and ambient executions. The campaign aims to reinforce Rightmove’s position as the UK’s leading property search engine. Hooper Galton has also created a new visual identity that will be used across all communications, including the Rightmove web site.
Called ‘See More’, the campaign focuses on the unrivalled choice and breadth of properties that Rightmove has online and the ease and simplicity of using Rightmove to find a home. Rightmove offers over a million properties to buy or rent, which is way above its nearest competitor.
The TV execution opens on a woman running full pelt through lots of different houses. Each time she goes through a door or up some stairs she emerges in another setting. In one shot she bursts through a front door, leaving via a bedroom cupboard, rolling across the bed she exits into yet another room. It is an explosion of pace and energy as she looks around each room searching for a home. In spite of the frenetic pace she moves effortlessly through each scene, without looking flustered or breathless extolling the ease and simplicity of using Rightmove.co.uk.
The new visual identity, which features pairs of eyes, forms the basis for much of the other activity. Outdoor executions feature dozens of pairs of eyes, and lines such as “See more than 1 million properties for sale or rent.” The ‘eyes’ are designed to bring a fresh look for the Rightmove to the consumer and its members whilst allowing tailored messaging for buyers or renters, focusing on the fact that they can see more, as well as vendors and landlords, focusing on the fact that more people will see their properties.
Oliver Lewis-Barclay, said: “Rightmove is the biggest and best property website, but that’s not widely known amongst consumers, so the campaign is confident but brutally simple. The TV commercial is essentially a joyous, high-speed, multi-dimensional product demo.”
Marketing Director of Rightmove said: “Hooper Galton has made a major contribution to our brand with the development of this campaign. A sound strategy and brief has led to a market leading, simple campaign with a clear, motivating message for home movers. ‘See More’ is deliberately bold and positive which should also help support our core customers; estate agents and developers.”
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