2012 Silver Business to consumer

Client Rightmove

How did the campaign make a difference? The Market Intelligence campaign ensured home sellers and landlords were provided with all the information required to successfully sell and let their property. 58% of landlords interacting with the microsite looked at how to price their property for letting; 74% of sellers interacting with the microsite looked at how to price their property correctly in their area.

What details of the strategy make this a winning entry? It's hardly news that the current housing market is challenging. In 2011 over half of the properties listed for sale on Rightmove.co.uk didn’t sell. UK sellers and landlords don’t do enough homework before putting their property on the market, leading to poor property presentation, not maximising their online visibility, choosing areas with sub-optimal rental yields, and most importantly, not pricing their property for current market conditions. This campaign helped Rightmove up-skill their sellers and landlords with tactical sales information and principles, helping them sell and let more successfully. Rightmove’s existing online sales tools were not being sufficiently leveraged – the solution was an innovative microsite that delivered a prominent, geographically tailored and engaging experience. The channel strategy allowed leverage of Rightmove's prominent online presence. A multichannel approach combined online media banners, end-to-end PR coverage in trade publications, and an enhanced eCRM programme.

How did creativity bring the strategy to life? Market Intelligence harnessed Rightmove’s intelligence on the property market to create a technically unique and interactive experience that gives sellers and landlords a tailored, memorable experience based on their location. Through a Spooks-style live-action film portraying an agent on the hunt for property intelligence, users are invited to start their mission. Choosing their location via postcode, they are taken on a virtual tour of their street. As they progress, they’re continually offered local area property intelligence such as property price trends, rental market yields and property presentation tips. The stunning execution increased talkability around the campaign and gave the desired response in a functional marketplace.

Results Of the sellers interacting with the microsite, 74% are finding out more about property prices in their area. 58% of landlords are doing the same. Proof of creative standout lies in the interaction to date: a total of 247,528 views (source: Google Analytics, 23 July).

Team Cordell Burke,Emma Welch, Christos Karakanna, Jemma Marchant, Ben Sturgess, Kris Martin, James Burrows, Jon Carey, Davy Hill, Rob Hines