Rightmove – London B2B campaign

Rightmove is the UK's No.1 property site, but was underused by estate agents in London. So, RIghtmove needed integrated B2B campaign – leading with this direct mailer –  to change that.

 

And it did. By equating the popularity of properties listed on Rightmove with that of famous London tourist attractions: Big Ben, the Natural History Museum, Tate Modern. 38 Gloucester Road.  ‘Entry ticket'-style’ inserts in a wallets promoted special offers.

 

Typical response rates for direct mail at the time were around 2%. Conversion rates even lower. 24% of all the recipients signed up with Rightmove, completely smashing the targets.

​

Winner of the DMA Gold Award 2011 – Best B2B DM