Rightmove today announces the launch of its new brand platform, centred around giving everyone the belief that they can make their move.  

The new approach will feature across all areas of Rightmove’s business. It will highlight that Rightmove’s tools can make moves easier and simpler, to instil belief in residential buyers and renters, and commercial property tenants and investors.

The brand direction was created together with Rightmove’s brand strategy and creative agency neverland, and included input from across the business.

Kicking off the new brand platform is a major integrated campaign, including a new TV ad which will premiere in a 60” TV spot during Channel 4’s Gogglebox tonight (Friday 15th September). The new ad has been directed by Adam Berg of SMUGGLER.

Electric Glue planned a multi-media campaign to launch the new brand platform in high impact, high attention environments.

It will feature in linear AV, video-on-demand and social media channels. It will also appear in outdoor media in major transport hubs with photography from Sam Wright.

The AV focuses on programming where audiences are motivated by passionate “belief”, such as Rugby World Cup spots and Premier League fixtures, and uplifting feel-good shows, such as The Great British Bake Off.

Matt Bushby, Chief Marketing Officer at Rightmove commented: “Our new brand platform has been developed with the insight that life moves do not follow a linear path, and that people have different challenges to overcome and need a trusted helping hand along the way. Rightmove can help home-movers and businesses throughout many stages of their journeys, and we want to bring that to life by helping people believe that using our platform can help them to make their move happen.”

Noel Bunting, Executive Creative Director of neverland, said: “A slam dunk of a film to launch our new ‘believe it’ brand positioning for Rightmove. A simple story that we hope will resonate with everyone, about finding the thing that’s most important to make it your home”.

Electric Glue founder Kevin Brown said: “We’re really excited to be helping Rightmove in building the next chapter for their brand, especially as they were one of our founding clients. I’m so proud of Team EG for all their brilliance in making this happen.”

Find out more on neverland.