Rightmove has started a pioneering advertising campaign with Channel 4’s Location, Location, Location, which will feature AI technology, utilised to display a digital overlay of local property data and branding from Rightmove on screen at the most relevant parts of the programme.
Created by media agency Electric Glue, the technology will embed topical property data statistics within the show.
Digital agency Mirriad, production company IWC and 4Sales co-created the digital overlay within the programme, with relevant stats, such as specific location pricing, appearing on screen alongside Rightmove branding as show presenters Kirstie Allsop and Phil Spencer help house-hunters find their ideal property.
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.”
Channel 4’s previous series of Location, Location, Location attracted an average of two million viewers per episode.
Lexi Booker, business director at Electric Glue, commented: “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.”
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Clever that by RM. It’ll obviously get kickback but from a pure brand awareness piece very powerful
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“Channel 4’s previous series of Location, Location, Location attracted an average of two million viewers per episode.”
No doubt Rightrmove will simply add that figure to their already absurd ‘site visits’ numbers to justify their ‘value’ to Agents…
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Ye Gods, can you imagine being stuck in a lift with Rightmove, Kirsty and Phil?
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Ah that’s where the 10% increase has gone
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Match made in heaven, every time I’ve watched their programme nobody buys anything, just a lot of browsing. Not unlike rightmove.
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Seems to have struck a nerve, WiltsAgent!
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Is this the Rightmove strategy to hit back at the multi-million Boomin advert spend? Material difference being agents are funding the Rightmove play, and Boomin are funding theirs.
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