Campaign details

Brand: Which?
Client: Consumers' Association
Agency: Grey London


Imagine that one day, the product you sold started to be given away for free.

Not by a new upstart in the category.

But by the very customers you wanted to serve.

This is a paper about how planning used what was happening in culture to re-invent the Which? brand.

We didn't do this by finding a new reason to believe. But by creating a reason to disbelieve.

By going after fake reviews, we linked kettle reviews to fake news - resulting in conversations, column inches and a 13% year on year uplift in sign-ups to Which?

Thanks to planning Which? is now much more than a provider of product reviews.

Today, Which? is a provider of facts in a world full of fakes.

Out Of Time