August 10, 2020

Fold7 taps into the idea of ‘what might be’ for Rightmove

Fold7’s new spot for the UK’s biggest property website Rightmove, entitled ‘This is it’, takes viewers on a journey of the memories a couple could have if they find their new home.

Continuing the “Find Your Happy” campaign, the ad sees a couple imagining what a new home could make possible, before turning to each other as if to say “This is it”. The ad then rewinds to the moment they find the property on Rightmove, as they click to start their journey.

Watch the 60″ TV ad here.

Britain is moving, but in an effort to ‘time the market’ some people wait for the ‘perfect time’ wracked by indecision – letting uncertainty get in the way of important personal milestones. The campaign idea challenges this, highlighting there is no such thing as the perfect time, just the right time for you.

Ryan Newey, CCO Fold7, says: “When it comes to buying a home the rational arguments have to give way to what you feel. ‘This is It’ focuses on the moments that make a life, in all its messy wonderfulness”.

Iain Kennedy, Head of Marketing at Rightmove, adds: “We all know there’s never a perfect time to move home – some moves are out of necessity for a bigger space, others because of a desire for a garden or new location – and so our new ad gives home-hunters the chance to picture where they could be happy, without waiting for the perfect time to come along. The housing market has been extremely buoyant since it was able to reopen a couple of months ago but there is still a lack of stock and a need for more sellers to come to market to help keep things moving. By encouraging moves, particularly amongst those that already have a property to sell, we hope to help stimulate stock levels further.”