Which?, the independent consumer’s guide, is considering a move
into masthead TV programming as it launches a branding campaign on TV
for the first time, through Claydon Heeley.
The campaign, which aims to reposition the brand to a younger audience,
marks a radical change in strategy for the Consumers Association-owned
magazine, which until now used only direct response advertising.
David Sneesby, Which?’s marketing director, confirmed he was also
talking to broadcasters about Which? slots in existing programmes.
The TV ads, which break this week, will be tested in the Meridian
Research will determine whether they roll out nationally. The campaign
will be supported by posters, national press, door-to-door activity and
The ads explore the more surprising elements of the brand, and are based
around the strapline: ’Full of good suggestions.’ Sneesby explained:
has been perceived as a magazine your dad buys when he needs a new
washing machine, so we are getting across the message that it is a
magazine for you.’
The TV ad features a smart, twenty-something man looking back at
decisions he has made with the help of Which?. When he flashes back to
himself as a student lolling around his parental home, for example, his
mother ’suggested independence’ and Which? suggested the mortgage. The
ads were written by Eloise Nixon and Rob Scott, and directed by Navdeep
Singh through Great Guns. Media was planned and bought by MediaCom/TMBG.