How we launched a once in a generation brief for Which?

How we launched a once in a generation brief for Which?

The Challenge

As a not-for-profit organisation Which? has been a trusted and recognised source of information in the UK for more than 65 years. The brand’s rigorous research gets to the heart of consumer issues that matter, with 100% independent and completely impartial advice from industry experts. In today’s age of misinformation and cost of living crisis, Which? has never been more important; but they faced 3 key brand perception issues: They aren’t seen as making people’s lives easier They are all about product reviews They have nothing of value in front of the paywall Which? needed a standout campaign to underline its relevance and to promote the trustworthy actionable, free advice it offers to people, and we did just that.

The Idea

Our 'Get Answers' brand campaign showcased the breadth and depth of free, accessible, and expert advice offered by Which? The creative captured a snapshot of modern Britain, demonstrating that Which? have the answers to everyday life questions, no matter how big or small. The 360° campaign was created in collaboration with Which? 's media agencies Goodstuff and Brainlabs who activated the idea across ATL and digital channels.


We also went big on launch week with the activation idea; 'Home of Answers', covering the capital in a variety of eye-catching fly posters QR codes, where people were able to scan and ‘get answers’ to those burning everyday life questions ranging from where to get the cheapest train tickets, to the cheapest supermarkets. Several special build QR codes were also created with OOH gurus, Grand Visual, including a giant parking ticket in Mare Street, a London hot spot for parking fines, a lego QR code on Southbank pointing to family day out advice, a 'living' QR code made of real moss on the way to the Chelsea Flower Show , and a UV QR code in Old Street giving night owls advice on tackling insomnia.


Over +130 campaign deliverables across ATL and digital placements.