EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... RIGHTMOVE.
The original Rightmove tube ad.
This week we look at Rightmove, the "UK's number one property website" (by their own admission) - although this accolade isn't surprising considering the website's omnipresence. I'm familiar with their current "Find Your Happy" marketing campaign, a campaign that has won praise from the property industry for its accessibility.
The original Rightmove tube ad depicts a man with a backpack hugging a woman with the text "When life moves, make your rightmove". My main issue with the ad is that the photo is unnecessarily vague. To me it looks like the man is going traveling, thus not in the market for a new house any time soon. A better photo might have been of a woman finding out that she was pregnant - a much easier visual clue for the story the ad is trying to tell.
But enough about the photo. I don't actually mind the text that much. It's a strong message if a little clunky around the edges. And, more importantly for Rightmove, it incorporates the brand name. The main issue I have is that "your rightmove" just doesn't sound quite right, as it's not something that you would say in natural conversation.
In my re-worked ad, I've made the text sound more conversational whilst still incorporating the brand name. I feel this is offers a slicker, more streamlined message that acts more as a call to action than the original text, which means it could be used across a number of different medias, making a much stronger marketing campaign.
My re-worked Rightmove tube ad.