UK property platform Rightmove is launching a new integrated campaign, as part of a wider strategy to grow beyond property search by showcasing its range of products and services, designed to inspire belief in home movers that they can make their next move.
“Glow” has been developed by Neverland and is designed to build on and broaden the company’s “Believe It” brand platform, giving movers the confidence to act. In addition to emphasising the brand’s scale of properties, the campaign focuses on Rightmove’s affordability and valuation tools to help consumers understand what is possible for them.
The campaign launches with a brand-led film directed by Simon Ratigan of Rogue Films and was created in close collaboration with post-production house Untold Studios. The film was shot on location in Manchester and Liverpool across a two-day shoot, with AI used to augment elements of the filming and throughout the production workflow.
The film is being supported by OOH activity across key UK cities, which shows huge vistas of British locations to focus on the brand’s largest choice of homes message with headlines that play on each scene.
While the campaign has been designed to connect with all home movers, Rightmove is putting a larger focus on connecting with a younger audience to help raise awareness of its offering beyond search, and how these services can help them progress through the moving journey.
This targeted work includes shorter films focused on Rightmove’s range of products across VOD, Social and YouTube, and through a creator-led content series developed and managed by social agency Uncovered. This part of the campaign is aimed at demonstrating Rightmove’s tools in real-life scenarios, with content focusing on how users navigate key steps such as understanding affordability, making the platform’s features more accessible and relatable.
Rightmove and Neverland used the ‘Glow’ campaign to build on previous exploration into how AI can enhance the creative process. From early ideation to production, both teams assessed where AI tools could improve efficiency and unlock new creative possibilities, while ensuring human-led creativity remained central throughout.
The campaign will run across TV, video-on-demand, YouTube, social and outdoor, and with further assets rolling out across the summer to highlight additional products and services. Media planning and buying has been managed by Wavemaker.
Rightmove chief marketing officer Matt Bushby said: “Glow marks the next evolution of our ‘Believe It’ platform, as we continue to grow beyond property search. While scale and choice remain central to what people love about Rightmove, this campaign puts greater emphasis on the products and services we offer to support home-movers earlier and more confidently in their home-moving journey. It’s about showing the full value of the Rightmove ecosystem and how it helps to turn aspiration into action.”
Neverland creative directors Poppy Donaldson and Lauren Ellis added: “This production has been like no other we’ve worked on. From storyboarding through to delivery, we treated AI as a true creative partner. It helped us unlock new creative possibilities and ultimately deliver a richer, more considered final campaign.”
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