ABOUT
Rightmove wanted to stimulate the property market by getting people who weren’t actively thinking about moving to do so. Research carried out by Rightmove found that in 2020-21 69% of people who had moved in the last year chose to move to a different area, making a significant life change. How best to dramatise that longing we all have to be somewhere else? We dreamed up a fairytale. And with that, the Scarecrow's story was born.
“One Day Could Be Today” tells people to no longer put off that life-changing move to an entirely different location for a better quality of life. Results showed how the film successfully communicated the higher order emotional role that Rightmove plays in opening up new possibilities. 64% people agreed that the idea of ‘dreaming for a different kind of life in a different place’ was relatable; proving that the creative successfully tapped into a truth that resonated with our target audience.
Back to Rightmove - 'One Day Could be Today' project
David O'Brien
Creative
United Kingdom
Ben May
Senior Marketing Manager, Catch A Fire Agency
United Kingdom