From kettle reviews to fake news: The re-invention of Which?

Which?, an impartial product reviews website, was able to encourage a younger generation in the UK to pay for something they thought they could get for free.

Campaign details

Brand: Which?Lead agency: Grey London

Campaign Overview

Which? was founded as a paid-for product reviews magazine in 1957. Some 60 years later its ageing membership base was in decline. Online reviews are available everywhere, and free.

The challenge: how to attract a younger generation to pay for something they thought they could get for nothing?

Strategy

2017 saw misinformation go mainstream.

Grey identified free online reviews were not immune: fake reviews were a real problem.

In comparison, Which? reviews are both rigorous and impartial. So Grey positioned the brand in opposition to a cultural problem:...

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