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...