Rightmove Gets Customers Dancing to ‘90s Track ‘Moving on Up’ in Upbeat The Voice UK Campaign

Rightmove, the UK’s largest property website, is launching its sponsorship of ITV’s The Voice UK with a series of musical idents that feature iconic ‘90s dance track Moving On Up by M People being sung in eight different genres.

Directed by Frederick Paxton of Academy Films, the idents showcase the wide range of properties available on Rightmove. Each ident pairs a musical genre with a home that reflects its style, matching the breadth of genres and people that feature every year on The Voice UK.

Moving On Up was re-recorded by various artists who re-imagined it in different genres to reflect the range of homes that feature in the idents. These include a soul version of the song being sung in a converted church, a metal version being sung in a modern extension, and a UK garage version alongside a home with a garage.

The sponsorship is part of Rightmove’s marketing campaign for the second half of 2024 to highlight to home-movers the breadth of properties that are available on their platform.

Rightmove will also launch a new OOH campaign launching nationally as well as an updated version of the brand’s ‘Dunk’ film running across TV and VOD. 

Rightmove’s chief marketing officer, Matt Bushby, commented, “The Voice UK is all about celebrating individuality and talent, which resonates with our commitment at Rightmove to help everyone find a home that fits their unique style. This sponsorship is a key part of the second half of the year marketing campaign, highlighting the unparalleled variety of properties on our platform and inspiring confidence in those looking to make their next move.”

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

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