Rightmove has embraced Generative AI in a new campaign to promote its mortgage tools. 

The campaign, which was created by Neverland, continues to build on the brand’s ‘Believe It’ brand platform, which is designed to encourage consumers to see that they can make a house move.

The campaign is focused on its mortgage toolkit, a comprehensive set of mortgage tools designed to help movers at every stage of their moving journey. A traditionally stressful time. 

According to Rightmove, 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.

The campaign marks the first time the brand has used Generative AI video production. 

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, viewers see him 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, explained: “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.”

He continued: “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, added: "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.” 

The campaign is not the first time Rightmove has harnessed the creative potential of AI. Earlier this year, the brand launched the ‘That Rightmove Filter’, an innovative AI experience to help people visualise their dream fantasy home.