Rightmove Launches 'one day could be today' TV Marketing Campaign

April 13, 2022
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British portal Rightmove has launched a new advertising campaign to air on UK television later this month.

The purpose of the campaign is to get homeowners to consider moving house and address the chronic shortage of housing stock that agents are facing across the country according to Rightmove's Head of Brand, Sarah Brown:

“Estate Agents continue to be faced with record low levels of available stock this year, so we wanted to help them by encouraging people across Great Britain to think about what their ‘one day’ might look like, and to get started now.”

"This ad is about celebrating and understanding the importance of taking action and making ‘one day’ you’ve dreamed about for so long, today.”

The 60-second spot features a homeless scarecrow who after dreaming of a home, turns into a human and finds her home thanks to Rightmove's mobile app.

Rightmove's campaign is supported by a dedicated landing page on the portal's site which features practical tips to help users make their 'one day' move and success stories from some people who have already done so.

Like many recent real estate portal TV spots, the advert plays on the heartstrings of the audience and invites them to picture themselves as stuck in the same place like the scarecrow and to imagine their own dream home. The spot is similar in feel to Zillow's award-winning 'to move is to grow' campaign which aired this time last year and featured friendly monsters helping a little girl deal with moving house.

April 13, 2022
Edmund got to know the world of portals and marketplaces working at Mitula Group (which became Lifull Connect after the buyout in 2018). He worked directly with hundreds of portals across the world in his role in the content department for three and a half years before transferring to the SEO department to understand the inner workings of listings sites. He joined Online Marketplaces as Head of Content in March 2020.

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