We launched an innovative new digital product placement partnership with Rightmove, the UK’s biggest property website, within one of Channel 4’s largest property shows, Location, Location, Location.
Rightmove digital product placement
The Big Idea
Created by media agency Electric Glue for its long-standing client, the technology will embed topical property data statistics within the show. As the show’s presenters Kirstie Allsop and Phil Spencer help house hunters find the perfect home in the perfect place, relevant stats such as specific location pricing will appear on screen, with Rightmove branding.
Iain Kennedy, Rightmove's chief marketing officer, said: “This product placement represents a step-change in the way our data is used. It will seamlessly integrate us into the show’s context, providing authentic, sophisticated advertising, adding significant value to the programme. It’s a perfect fit for Rightmove and supports our target audience too.”
Making it Happen
Working closely with digital product placement agency Mirriad, the production company IWC, and media agency Electric Glue we co-created a digital overlay within the show which will feature topical statistics from Rightmove’s vast array of property data.
Lexi Booker, business director at Electric Glue, said: “It is fantastic to see our idea come to life, extending our long relationship with our brilliant client Rightmove. Channel 4 and Mirriad's capability to overlay real-time data within the most popular property show on TV has allowed Rightmove to be truly integrated within the show and, most importantly, share insight in a way that is useful for viewers.”
Channel 4’s previous series of Location, Location, Location attracted an average of two million viewers per episode and a 9.9% share of the viewing audience at 8pm on Wednesdays.
