British Client Champion Which? Enters a New Period of Belief

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After greater than 65 years, British not-for-profit group Which? has come to explain itself as “the buyer champion.” The platform focuses on researching and reporting shopper points, providing product checks, opinions and knowledgeable suggestions from a spot of independence.

With a month-to-month common of 9 million guests a month to its website (primarily based on the final six months), the group’s viewers tends to skew round 35-64 years outdated, with 91% just lately responding to analysis that informed Which? that they discovered its Value of Residing disaster content material “helpful” as they attempt to navigate the hovering price of vitality and meals.

Now, in an age of disinformation and uncertainty, the group has undergone a model refresh to underline its relevance and to advertise the reliable actionable recommendation it affords to folks.

Serving to customers make the suitable selections

Whereas it affords various subscription packages, Which? additionally affords a variety of free-to-access content material to help folks in making buying selections. That ranges from on-line articles that embrace shopper rights recommendation to a number of podcasts that publish weekly. It additionally employs journalists and thriller consumers as a part of its arsenal of shopper reality.

“It’s about reminding those that we’re there and we may help them make the suitable selection,” Kat Chinnock, head of name and communications planning for Which?, defined to Adweek on the marketing campaign’s purpose. “With all this misinformation-and we’ve been there for thus long-we’ve received this form of wealth of free recommendation and help that to assist folks with and get monetary savings with.”

A combination of businesses have developed the marketing campaign, together with branding company ODA, promoting company Courageous Spark and media businesses Goodstuff and Brainlabs.

Additionally being promoted by means of the six-week marketing campaign is a brand new visible id which noticed branding company ODA work with Which?’s in-house artistic staff to develop. That features a “masterstroke,” which goals to convey extra confidence, filling the house between the model’s “W” and its well-known query mark because it challenges folks to fill within the hole whereas signaling the breadth of solutions obtainable by means of the platform.


“Beforehand, we’ve not likely had something ownable,” claims Chinnock across the model belongings and the introduction of the brief brand.

The house of solutions

The marketing campaign plans focus round a “takeover” London to show it into “the house of solutions” defined Chinnock with a collection of 4 particular construct activation QR codes at key areas throughout the town. These embrace a parking ticket construct on Mare Road the place extra tickets are obtained right here than another road in London. That may supply recommendation on the way to enchantment having obtained a ticket.