The Problem:
Which? Magazine has been giving the UK trusted expert product reviews since 1957.
But in the age of Amazon, people have come to trust only online ‘customer’ reviews.
The Solution:
By showing people how to spot the telltale signs of ‘fake reviews’, Which? gave itself a new relevance as an effective countermeasure against fake online testimonials. An outdoor and print campaign mimicked the language of fake reviews to show just how widespread the phenomenon is. It target London’s commuters on Black Friday, Amazon’s busiest trading day.
Animated ads created for Video on demand
22.5m earned reach from coverage in BBC, Guardian
+13% increase in subscriptions.
+30% increase in conversion from a younger audience.