Which?: From kettle reviews to fake news

Which?, a reviews website, launched a series of creatives that reviewed fake reviews to highlight to UK consumers that it had the facts when the internet was full of fakes.

Campaign details

Brand: Which?Advertiser: Which?Entrant: Grey LondonPrincipal author(s): Bhavin Pabari, Grey LondonContributing author(s): Matthew Gladstone and Gilliam Caldwell-Dunn, Grey London

Executive Summary

Which? is a proud champion of UK consumers. But its business has always depended on paid subscriptions for reviews, a model that faced an existential threat due to the emergence of free reviews online.

As a result, the triallists Which? needed to sustain its future were staying away. With an ageing member base, Which? was in danger of becoming irrelevant to a younger generation.

Our task was to help...

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