Rightmove's Mortgage Toolkit Gives Moving Confidence a Creative AI Spin

Rightmove, the UK’s largest property platform, is launching a new campaign focused on its mortgage toolkit, a comprehensive set of mortgage tools designed to help home-movers at different stages of the moving journey.

It’s the latest campaign created in partnership with Neverland, continuing to build on Rightmove’s ‘Believe It’ brand platform, giving people the belief that they can make their move.

It can be daunting knowing where to start with home financing, so helping buyers to understand what they can afford earlier, gives them the confidence and belief to take the first step.

Rightmove is stepping into the use of generative AI video production for the first time in this latest campaign. The new creative, developed with Neverland, will feature on TikTok and Reddit. It embraces AI elements in the production process to do things creatively with the story not possible through a traditional camera set up alone.

The ad follows Dan, who dreams of cultivating a garden in a home of his own. Through the use of AI, we fast-forward through time as his ideal future move is realised.

Further ads will run across Instagram and Facebook, all testing an element of AI within the production process.

Rightmove’s first step in using generative AI in the video production process for a marketing campaign has been fully led by a team of Rightmove and Neverland creatives. An actor was employed to inspire the AI character in the story, who also provided additional creative input in the production process.

Matt Bushby, chief marketing officer at Rightmove said, “We want to give people the belief that they can make their move, by providing the tools and expertise to make it happen. Our mortgage toolkit is designed to help people at different stages of the home-moving journey feel more financially confident earlier.

“It was exciting to take a first step into using AI in the video production process for this campaign. It’s allowed us to push the visuals further and tell a story in a way that wouldn’t have been possible without using AI tools. AI is an exciting enabler for our industry-leading team and agency partners, unlocking new creative possibilities.”

​Amy Coomber, chief creative production officer at Neverland said, "It’s great to have partners who are so committed to exploring and pushing AI’s capabilities. With the technology evolving so fast, experimenting on how we can use it with real projects like this gives us invaluable learnings.”

This latest campaign follows the launch of ‘That Rightmove Filter’ campaign earlier this year, an innovative AI experience to help people visualise their dream fantasy home.