Rightmove: Can you afford not to advertise with Rightmove?

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THE TEAM

Natalie Marques - Marketing Manager, Rightmove
Christos Karakanna - Group Director
Nathan Langton - Activity Manager
Ian Fox - Art Director
Mike Bayfield - Copywriter

WHAT IS WONDERFUL ABOUT THIS WORK?

We simply let the facts speak for themselves; by digging out statistics for each targeted postcode, we proved the value of using Rightmove advertising products. Each piece was personalised to a postcode or area. We saw a more than 20% sign-up rate for each campaign with a potential worth to Rightmove of £2,150,400 per annum.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

Although Rightmove is the most successful property portal in the UK, they had an issue convincing some of their audience of estate agents that their advertising products represented real value for money. Rightmove's question was “How do we change these perceptions to sell more of our products?” We were initially given London as a test, with rollout to other problem areas in the UK, if we were successful. Historically, Rightmove struggle to get London estate agents signed up as they think we are poor value for money, arrogant, and unsuited to London properties. Our challenge was to overcome those notions and encourage recipients to reconsider Rightmove. Following the success of the London campaign we replicated its impact nationwide - but this time we had to create a piece that could be easily personalised by region and quickly communicate key facts to achieve important cut-through in difficult areas.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?