The "We know what it means to move" campaign by Savills, launched in the UK in September 2023, strategically positions the brand as a deeply empathetic and trusted partner throughout the property journey. Moving beyond traditional real estate messaging focused purely on transactional elements, the campaign promises a nuanced understanding of the emotional complexities and personal milestones involved in relocating a home. By highlighting shared human experiences and lifelong memories tied to family homes, Savills aims to establish itself not just as an advisor but as an emotional ally that appreciates the significance of these life changes.
The campaign’s creative approach centers around a 60-second narrative film that traces a family’s growth and transitions through the symbolic height marks on a doorframe, effectively capturing intimate, everyday moments that resonate universally. This narrative choice reflects a key insight: moving is not only a physical act but also an emotional journey marked by milestones, anxieties, and hopes. By tapping into these relatable themes, the campaign connects with homeowners and potential buyers on a personal level, positioning Savills as a guide who understands the full scope of what moving entails.
From a market strategy perspective, the campaign marks a deliberate shift for Savills, introduced shortly after appointing adam&eveDDB as its lead agency, signaling a broader brand repositioning aimed at fostering deeper emotional engagement. By leveraging a respected director with a strong storytelling reputation, the campaign gains credibility and emotional impact, enhancing its appeal among discerning real estate clients. Overall, the campaign seeks to differentiate Savills in a competitive market by emphasizing empathy and continuity, appealing to customers motivated by both practical and emotional considerations in property decisions.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
This Savills campaign uses a narrative film to follow a family’s emotional journey over many years, tracked via a height chart on a doorframe. The house—and by extension, Savills—are central to the progression of life events, from moving in as new parents to watching children grow up and finally leaving. The story powerfully connects Savills with the human experience of moving, making the brand a pivotal character in the resolution and emotional core of the narrative.
1. Knight Frank – Market Positioning
Knight Frank positions itself as a premium, global real estate consultancy focusing on luxury residential and commercial properties. It emphasizes expert local market knowledge combined with international reach, targeting high-net-worth individuals seeking bespoke property solutions and investment advice. The brand leans heavily on professionalism, personalized service, and long-term client relationships.
2. Savoy Stewart – Market Positioning
Savoy Stewart differentiates by specializing in prime central London real estate with deep local expertise. It focuses on delivering tailored services for luxury home buyers and sellers, emphasizing discreet, client-centric approaches and market insight to navigate the competitive and exclusive London property market efficiently.
3. Hamptons International – Market Positioning
Hamptons International brands itself as a customer-focused, full-service estate agency with a strong UK-wide presence. It emphasizes trusted expertise for all types of buyers and sellers, leveraging its heritage and extensive local branches to offer accessible, reliable advice and support across residential property transactions.
4. Foxtons – Market Positioning
Foxtons stands out through its innovative use of technology and data-driven services combined with a dynamic, fast-paced London real estate market approach. It targets urban professionals and investors, promoting efficiency, extensive online listings, and 24/7 client accessibility via its digital platforms and large salesforce.
5. Strutt & Parker – Market Positioning
Strutt & Parker positions itself as a full-service UK property consultancy with expertise across residential, rural, and commercial sectors. Known for its integrated approach combining traditional values with modern market insight, it targets discerning clients seeking specialist advice, emphasizing tailored property solutions and dedicated client relationships.
Q: What is We know what it means to move about?
A: We know what it means to move is a 2023 campaign from Savills, the international real estate advisor, created in partnership with adam&eveDDB for the UK market. The campaign marks Savills’ first major TV and online push following the agency appointment, centering on a 60-second narrative film directed by Billy Boyd Cape of Academy Films. The creative tells the story of a family’s life unfolding in a home, using a height chart on a doorframe as a metaphor for cherished milestones, and positions Savills as a trusted partner present at every stage of the property journey.
Q: What creative device does We know what it means to move use?
A: According to Clapboard’s classification system, We know what it means to move employs FORMAT#5 EXEMPLARY STORY, in which the product plays a vital role in the plot or resolution. The campaign’s narrative film follows a family’s emotional journey over many years, with the house—and by extension, Savills—serving as the backdrop for life’s pivotal moments. This storytelling approach makes the brand a central character in the narrative, connecting Savills directly to the human experience of moving and the emotional significance of home.
Q: What is the campaign proposition for We know what it means to move?
A: The campaign proposition for We know what it means to move positions Savills as a deeply empathetic and trusted partner throughout the property journey, moving beyond transactional messaging to address the emotional complexities of moving home. By focusing on universally relatable moments and lifelong memories tied to family homes, Savills aims to connect with homeowners and buyers on a personal level. This strategic shift signals a broader brand repositioning, emphasizing emotional engagement and positioning Savills as both an advisor and an emotional ally in the real estate market.
Q: How does We know what it means to move rank in Clapboard's archive?
A: We know what it means to move holds a Clapboard Campaign Score of 64/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial authority.
Q: Who are the competitors in Savills's category?
A: In the real estate sector, Savills competes with Knight Frank, which targets high-net-worth clients with a focus on luxury properties and global reach; Savoy Stewart, known for its tailored, discreet service in prime central London; Hamptons International, which leverages a strong UK-wide presence and heritage to offer accessible expertise; Foxtons, distinguished by its technology-driven, fast-paced approach for urban professionals; and Strutt & Parker, recognized for combining traditional values with modern insight across residential, rural, and commercial property consultancy.
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