Rightmove shifts marketing strategy in new ad campaign

Rightmove, the property site, has shifted its marketing strategy to encourage people to find a new home when life moves on.

A TV ad created by Fold7 that breaks on Christmas Day shows a man walking up the stairs in his house over again, each time carrying something different such as breakfast in bed for his wife or a tool box.

As he finally reaches the top he realises that it’s time for a new start. The film ends with a new family moving in. It was created by Ryan Newey and Lucy Aston at Fold7, and directed by Dom & Nic through Outsider. 

Electric Glue handled media planning and buying. 

It is the first work for Rightmove out of Fold7 since the agency won the business earlier this year. The brand previously worked with Homebrew for three years.

Rightmove's previous ads were animations that focused on what the site has to offer, such as a school checker tool for parents.

Iain Kennedy, head of marketing at Rightmove, said: "Our website helps millions of home-owners and home-hunters make the next step as life moves on, whether that means relocating, down-sizing or getting the keys to your first home.

"We’ve used research from real people’s stories to underpin our new advertising campaign and we hope it inspires people to make their own fresh start."