Rightmove aims for slam dunk with Boxing Day marketing campaign

Rightmove has unveiled plans for the next phase of its marketing campaign, aiming to take advantage of the so-called Boxing Day boost.

It will be highlighting its 'believe it’ campaign from Boxing Day, to coincide with the traditional post-Christmas and New Year upturn in home-moving activity.
 
The multi-million pound, multi-channel campaign will continue throughout the first quarter of 2024, leading up to the spring selling season.

The campaign was first launched in September, with a new advert aiming to convince potential buyers that they should have ‘belief’ that a move will happen.

The portal’s advert focuses on a boy trying to dunk a basketball in a hoop after moving to a home purchased by his recently-divorced dad.
It highlights that by using Rightmove’s tools and services and by turning to agents for expertise throughout their home-moving journey, buyers can believe that they can make their move happen.
 

The 60 second and 30 second versions of the ad will be shown across ITV, Channel 4 and SKY, with the media plan designed to capture the wide-range of audiences that may be considering a move in 2024.
 
It will appear in key Christmas programming such as the Big Fat Quiz of the Year, family films such as Indiana Jones, and the festive football fixtures.

There will also be adverts on YouTube, Spotify, Podcasts and video on demand.  

Matt Bushby, chief marketing officer at Rightmove, said: “As we reach the end of the year many people will start to reflect on what they need from their current home and what a 2024 move could look like. 

“We want to give everyone the belief that they can make their move in 2024, through the powerful combination of their local agents’ expertise and the UK’s biggest home-moving audience on Rightmove.