Rightmove aimed to boost positive associations & preference of its brand with moments of cultural relevance and engaging entertainment. Cinema is known for starting and extending the cultural conversation, so Rightmove saw the opportunity to champion audience share of mind and showcase its new creative in a premium environment alongside major cultural moments.
Plan
Rightmove bought into a 16-34 AGP, giving them access to films like We Live in Time, Babygirl, Bridget Jones: Mad About the Boy and Captain America: Brave New World, that would index strongly towards a younger female-skewing audience. This ran alongside a wider campaign that included TV, BVOD, Social, YouTube, Outdoor & Radio.
Results
Rightmove benefitted after showcasing its ad in the cinema, seeing significant uplifts across the funnel and ultimately driving its core KPI of positive associations and preference.
+22%
increase in ad awareness
+25%
increase in perception of Rightmove being ‘a brand I trust’
+30%
improvement in consideration, leading to intended app downloads
