Rightmove – London B2B campaign

Rightmove is the UK's No.1 property site, but was underused by estate agents in London. This DM – as part of an integrated B2B campaign – was designed to change that. And it did.

 

It equated the popularity of Rightmove with that of famous London tourist attractions, like Big Ben, the Natural History Museum, Tate Modern – and 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.

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Winner of the DMA Gold Award 2011 – Best B2B DM