Rightmove reinvigorated their marketing and communication strategy with Electric Glue and Channel 4 at the helm, seeking to construct a relationship that went beyond spot to deliver greater engagement.
Finding our Happy with Rightmove
The Big Idea
C4 is quite literally the home of the UK's best property television, with shows such as Grand Designs and Location, Location, Location. We wanted to create an immersive campaign for Rightmove that fed into our programming seamlessly, in an innovative and helpful way to to viewers.
“The partnership with Channel 4 has produced strong business results from a media approach that has proved to be both efficient and effective.” - Iain Kennedy, Marketing Director, Rightmove
Making it Happen
Working closely with Electric Glue we devised a strategy that focused on media, insight, innovation, co-operation, and evidence. In return for 100% of Rightmove’s Broadcast spend. For the first time ever we used our scheduling “content universe” to build a bespoke campaign. This is a tool that identifies discreet audiences and allows us to schedule shows that may on the face of it have similar audiences but don’t. We used this to identify passionate property viewers (Location, Location, Location and Grand Designs for example) but then also track what else they watched in order to retarget them.
After building this bespoke schedule we then ensured that we grew share of voice by deploying an always on strategy, with Rightmove having at least one spot per day across our network. To make the partnership come to life, we utilised the depth and breadth of Rightmove’s data and produced dynamic contextual spots in Location, Location, Location and Grand Designs that pulled from the Rightmove site the number of properties and the price range of those properties available in real time relating to the areas where the shows were based.
The Results
The property category within broadcast has seen a significant increase in investment and competition over the past 3 years. Using visits to Rightmove’s website as the metric, from 2014 to 2016, we helped to add more than 300m visits. The partnership has been so effective that it’s allowed Rightmove to grow market share at a time when their media share of voice has actually declined, with competitive spends increasing by over 100% across this period.