Leading British property portal Rightmove is set to launch its latest outdoor advertising campaign next week.
The initiative, with the message to “.. explore the life that could be”, will feature at more than 1,000 locations across the country. The message is designed to encourage property buyers to think about the life they could be experiencing if they make the move they’ve always dreamed about.
The advertising visuals include references to countryside locations, which the portal noted is a reflection of the fact that more British real estate buyers have been searching for rural properties.
Rightmove has used eye-tracking technology to gain an understanding of how the ad will be viewed, and it expects it to be viewed more than 160 million times at roadside location and rail stations.
Iain Kennedy, Head of Marketing at Rightmove, said: “The message to ‘explore the life that could be’ invites people to consider how different things could be if they acted on their desire to move, rather than just talked about it.
“Agents have been faced with record low stock levels this year, so to support them and get people moving, we’ve invested in extensive outdoor advertising in all areas of Great Britain, to amplify the message to sellers that now could be their time to move.”
Dan Wootton, Client Director at the out-of-home media agency Talon Outdoor, said his company tests hundreds of creatives each year with its eye-tracking technology, and find creatives that are simple and visually striking have the most impact.
“In this creative from Rightmove, the combination of centrally-positioned messaging and compelling background images, gained significantly higher than average attention," he added.