Making the Wright Move for rightmove.co.uk

Andy Walton

The objectives of this dot.com homebuyers website was to quickly build awareness, drive traffic to the site and build a brand which would attract estate agents in developing a partnership.
Agency: Wallis TomlinsonAuthor: Andy Walton
 

Area Awards 2001 Bronze

Making The Wright Move For Rightmove.co.uk

 

Introduction

This case study will show how rightmove.co.uk successfully used advertising not just to establish itself in a nascent marketplace, but to become a market leader.

It will show how advertising was used to buck the trends when the dotcom bubble was bursting and positioned the brand to compete and thrive.

Crucially this was achieved when rightmove.co.uk was heavily outspent and with no physical point of difference between itself and its competitors.

The company

Originally founded by Countrywide Assured...

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