Rightmove Brings ‘90s Dance Hit ‘Moving on Up’ to Life with Energetic The Voice UK Campaign

Rightmove, the UK’s leading property website, is kicking off its sponsorship of ITV’s The Voice UK with a vibrant campaign featuring musical idents. The campaign, created in collaboration with Neverland and directed by Frederick Paxton of Academy Films, brings the iconic ‘90s dance track “Moving On Up” by M People to life in eight different musical genres.

Each ident pairs a unique musical genre with a corresponding style of home, reflecting the diverse range of properties available on Rightmove. From a soulful rendition performed in a converted church to a metal version in a sleek modern extension, and a UK garage version next to a home with a garage, the campaign showcases how varied homes can match different musical tastes.

This sponsorship forms a key component of Rightmove’s marketing strategy for the latter half of 2024, aimed at highlighting the extensive range of properties available on their platform to potential home movers.

In addition to the musical idents, Rightmove will launch a new Out-Of-Home (OOH) campaign nationwide and an updated version of the brand’s ‘Dunk’ film across TV and VOD channels.

Matt Bushby, Chief Marketing Officer at Rightmove, remarked, “The Voice UK celebrates individuality and talent, aligning perfectly with Rightmove’s mission to help people find homes that match their unique styles. This sponsorship is a crucial part of our second-half marketing efforts, showcasing the unmatched variety of properties on our platform and building confidence in those preparing for their next move.”

Rich McGrann, Joint ECD at Neverland, added, “Sing like you own it. And with Rightmove, there’s a home for everyone so you can.”

The new series of The Voice UK premieres on Saturday, August 31st, at 8pm on ITV1, ITVX, and STV.

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