As Easter and flowering fruit trees mark the beginning of Spring, so for many, begins a more active effort of searching for a new home. Aware of this trend, the UK's Rightmove has launched a brand new TV advertising campaign on Easter Monday as the company looks to build on an encouraging start to 2013 which has seen record levels of traffic and leads delivered to member advertisers. Rightmove’s new ad campaign tells the familiar story of a home-hunter browsing for property on her lunch break and follows her as she is transported into a dream-like journey through her favourite properties.
Rightmove director Miles Shipside comments: “Ongoing investment in our brand over the past decade has enabled us to consistently put Rightmove member advertisers in front of the largest audience of home-hunters in the UK. This latest investment in TV advertising will build on the record levels of traffic and leads that we have already seen so far this year. With many agents reporting an encouraging sense of momentum in the market as the spring season approaches, we're looking to play our part by exposing their brand and properties to even more home-movers through this latest campaign.”
The new Rightmove advert is set to the Blondie song ‘Dreaming’ and follows a young lady navigating her way through a series of properties during her lunch break at work. Tagged with the line ‘Britain Moves at Rightmove’, the ad captures the enduring relationship that Rightmove has established with the British public as the place they go to turn their property dreams into reality.
Shipside adds: "The advert depicts a story we hear a lot from users of Rightmove; people dream of their next move while at work and we see this happening each weekday in the form of a spike in traffic during lunchtimes. The record level of leads we are currently delivering tells us that many of people browsing the site at present are active home-hunters who are looking to act on their desire to move. However even the ‘dreamers’ can become active, as our research finds that 9% of people who moved in the last 12 months were motivated to move as a result of browsing the Rightmove website. ”
Rightmove’s TV advert will be backed by the company’s largest ever online and social media campaign. This will include extensive visibility on the Rightmove website, investment in digital advertising across major consumer websites, and promotion across key social media channels including an integrated Twitter campaign (#mydreamhome).
Rightmove’s investments will continue beyond the new TV advertising campaign with a new Mobile Site and improvements to the main .co.uk website planned over the next few months.