Which? makes TV debut in search of younger audience

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.

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

region.



Research will determine whether they roll out nationally. The campaign

will be supported by posters, national press, door-to-door activity and

radio.



The ads explore the more surprising elements of the brand, and are based

around the strapline: ’Full of good suggestions.’ Sneesby explained:

’Which?



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.



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