Property website Rightmove has launched a new brand platform, centred around giving everyone the belief that they can ‘make their move’.
The brand direction was created with Rightmove’s brand strategy and creative agency neverland. Created with input from across the business, it showcases the tools available to make moves easier and simpler for residential buyers and renter as well as commercial property tenants and investors.
This new approach, which runs across all areas of Rightmove’s business, will launch with a major integrated campaign and kicks off with a new TV ad which will premiere in a 60” TV spot on 15 September, during Channel 4’s Gogglebox.
Directed by Adam Berg of Smuggler, the ad – set to Blur’s Song 2 – focuses on a young boy who’s moving into a new home with his dad. It highlights the importance of belief in driving ourselves forward to achieve new things; from making a basketball dunk to finding a new home for a fresh start.
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A multi-media campaign has been planned by Electric Glue to launch the new brand platform in high impact, high attention environments. It will run across linear AV, video-on-demand and social media channels and on outdoor media in major transport hubs, with photography from Sam Wright.
The AV positioning focuses on programming where audiences are typically motivated by passionate ‘belief’, such as Rugby World Cup spots and Premier League fixtures, as well as uplifting feel-good shows, such as The Great British Bake Off.
Rightmove’s chief marketing officer Matt Bushby commented: “Our new brand platform has been developed with the insight that life moves do not follow a linear path, and that people have different challenges to overcome and need a trusted helping hand along the way.”
“Rightmove can help home-movers and businesses throughout many stages of their journeys, and we want to bring that to life by helping people believe that using our platform can help them to make their move happen.”
Neverland’s executive creative director, Noel Bunting added: “It’s a slam dunk of a film to launch our new ‘believe it’ brand positioning for Rightmove. A simple story that we hope will resonate with everyone, about finding the thing that’s most important to make it your home.”
