Rightmove plans to take advantage of the so-called Boxing Day bounce and New Year jump in home-mover activity by launching a new marketing campaign on Christmas Day.
The new campaign is called ‘If they can find it, so can you’. It communicates that, with the UK’s largest choice of homes, everyone can find a home that fits their requirements on Rightmove – however unique those requirements are.
The campaign is the next iteration of Rightmove’s Believe It brand platform which launched in 2023, giving everyone the belief that they can make their move.
A new advert to kick off the campaign will first air on Christmas Day, and it will appear in key festive programming including The Masked Singer and The Big Fat Quiz Of The Year.
The ad follows the story of Zoe, a woman who we learn has a professional diving past. We also learn that she’s found a home that perfectly suits her needs – right by the sea, allowing her to perform an epic dive every morning to start her day. It ends by telling viewers, ‘If Zoe can find hers, so you can you’.
An integrated campaign will continue the theme of the new ad, showcasing a wide range of behaviour trends and personal stories that highlight what is most important in a home to different people.
Following launch, the campaign will be seen in a number of key slots across TV, video-on-demand, YouTube, and in the cinema. Integrated marketing activity will also take place in high-impact placements across social media, radio, and outdoor advertising as well as PR activity, and content outputs on Rightmove’s channels.
The campaign will reach over 60 million people across the UK, getting home-movers ready for the traditional spring selling season.
Rightmove’s chief marketing officer, Matt Bushby, said: “We’re really fortunate that over 80% of all time spent on property portals is on Rightmove, so we want to use our brand to make sure home-hunting is front of mind from the moment the mince pies come out on Christmas Day.
“Our new campaign shows that whatever you’re looking for, no matter how unique, you can find it on Rightmove. We’re delivering that message across different audiences and life moments, and it’s timed to help our partners at two really key moments for the housing market, the Boxing Day bounce and subsequent New Year activity.”
