Rightmove taps into cultural references for new ad blitz

UK property platform Rightmove is aiming to tap into the diverse needs of home-movers, from growing families seeking more space to individuals with unique style preferences, with the third phase of its brand campaign “If they can find it, so can you”.

Running across TV, video on demand (including SVOD), YouTube, outdoor, social, and audio, the campaign is designed to showcase the wide range of unique home needs that can be met on Rightmove, thanks to it having what it claims are the UK’s largest choice of homes.

It has been devised by Neverland, with media planned and booked by Wavemaker.

It also features a new outdoor creative, going live in Manchester and Newcastle, aimed at resonating with local cultural touchpoints and to deepen regional engagement.

For instance, the Manchester execution features the Hacienda branding under the strapline “Apartment. Sound System. Steeped in History”, while the Newcastle poster played on the city’s football heritage with “One bed. Fixtures included. Close to the Toon.”

Rightmove chief marketing officer Matt Bushby said: “This campaign is about reflecting the real, varied lives of people across the UK.

“By tapping into local cultural touchpoints and showcasing the diversity of home-moving needs, we’re aiming to build emotional resonance and relevance with audiences.

“It’s a powerful way to deepen engagement and reinforce Rightmove’s role in helping people find a home that truly fits, while highlighting that Rightmove offers the largest choice of homes in the UK.”

This campaign builds on a series of executions that the brand has run to connect with consumers over some of the biggest cultural conversations and moments of the time, ranging from music to sport and entertainment.