Rightmove

Winner of the DMA Gold Award 2011 – Best B2B DM

 

Rightmove is the UK's go-to property portal, with 84% of the market, but was underused by estate agents in London.  This DM was part of a larger integrated B2B campaign, designed to change that. And it did.

 

Using impressive data, it equated the popularity of Rightmove with the popularity of famous London tourist attractions – using ‘entry ticket-style’ inserts in a wallet to promote special offers, 

 

24% of all the recipients subsequently signed up with Rightmove, completely smashing the targets.