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Graham Awards


Massive Rightmove ad campaign - here are the first pictures

Rightmove will launch its latest outdoor campaign on Monday, with advertisements in over 1,000 roadside and rail locations remaining in place over the coming month.

The material features Rightmove’s message to ‘explore the life that could be’, designed to encourage people to consider the life they could have if they made the move they’ve always dreamt about. 

It comes as Rightmove also re-airs its ‘This Is It’ video advert, which encourages potential home-movers who are holding back to take the plunge.


The new ad design is set against a countryside backdrop, which Rightmove says is a nod to the trend it has seen this year of more people searching and enquiring about rural and coastal areas.

The campaign is expected to be seen some 160 million times and combines what the portal calls “high impact roadside sites with high dwell-time rail locations.”

Rightmove used eye-tracking technology to understand how people seeing the ads would view the information. Key locations include London, Edinburgh, Cardiff, Liverpool and Birmingham.

Iain Kennedy, Rightmove’s head of marketing, says: “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.”

One of the creative minds behind the ads is Dan Wootton, client director at the Talon Outdoor agency. He adds: “We test hundreds of creatives each year with our 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."

Massive Rightmove ad campaign - here are the first pictures

Massive Rightmove ad campaign - here are the first pictures

  • icon

    Justification for price increases perhaps???

  • icon
    • N W
    • 12 November 2021 10:07 AM

    THEY DONT REALY CARE IF THEY NEED EVIDENCE FOR A PRICE INCREASE BUT TRY AND GIVE A VENEER OF "WERE WORTH THE MONEY...." Despite ripping their customers off with huge increases every year, year in, year out.

  • Mark Walmsley

    Ain’t about the agent, it’s about the consumer. A balance tipped in favour of “the hand that feeds” with great consumer interaction is all we all want…


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