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:...