| Title | Rigorous and true-to-life testing methods 2 |
| Agency | Dare |
| Campaign | Trust Which ? - Which ? |
| Advertiser | Which ? |
| Brand | Which ? |
| Posted | September 2010 |
| Business Sector | Business Services |
| Tagline | Testing methods |
| Story | Which? today launches a new advertising campaign by MCBD, highlighting the fact that its experts test products in every conceivable way to ensure their verdict is one the public can trust. |
| Philosophy | The campaign, encompassing TV and online advertising, demonstrates why Which? is unique by showcasing the rigorous and true-to-life testing methods that allow the company to offer people expert, independent advice. The TV ads, Washing Machine and Digital Camera, bring two of the stringent tests used by Which? to life on screen, in a modern and human look-and-feel for the brand. To test how well washing machines remove pet odour, Which? uses clothes slept on by dirty dogs; so Washing Machine follows a dog racing through fields and a stream, rolling in cow muck, getting covered in sludge, cosying up to a tramp and rooting around in a rubbish bin before settling down to doze in a pile of laundry. Inspired by the way Which? tests digital cameras, shaking them up to 900 times an hour to test their image stabilization function, Digital Camera sees a hapless tourist repeatedly falling as he attempts to take photos. The light-hearted spots are targeted at traditional Which? subscribers who are middle-aged and over, but also aim to capture the imagination of slightly younger consumers. The campaign, which introduces the new strapline Which? works for you, launches this week across central England, before being rolled-out nationally in 2011. Chris Gardner, Commercial Director at Which?, says: Nobody tests products the way Which? does. We consider how people use items and come up with tests to find out how well theyll stand up to everyday use. Although some of our tests might seem crazy, its important for people to know we go the extra mile so they can feel confident theyre making the right choice based on our independent, expert advice. Danny Brooke-Taylor, Creative Director at MCBD, says: Our new campaign illustrates the brilliantly insane lengths Which? goes to in determining which products work for you.' Which?s products include Which?, Which? Money, Which? Car, Which? Holiday and Which? Gardening magazines; the website, which.co.uk; and books such as The Good Food Guide 2011. It also offers a range of digital products including online switching service Which? Switch and iPhone apps for digital cameras and headphones, allowing people to access independent advice on the best products when theyre out shopping. |
| Problem | Demonstrate how invaluable Which ? is in terms of providing independent, expert advice on products based on rigorous tests. |
| Media Type | Web Film |
| Market | United Kingdom |
| Production Company | Hungry Man |
| Audio Post Production | Wave Studios |
| Art Director | Rachel Le Feuvre |
| Copywriter | Dan Gorlov |
| Director | Roderick Fenske |
| Account Planner | Oliver Waterstone |
| Editor | Kate Owen |
| Post Production | MPC |
| Advertising Manager | Chris Gardner |
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