Grey London has developed a major campaign for consumer watchdog Which? breaking online and out-of-home (OOH) around London’s most popular train and tube stations this week. Entitled ‘Fake Reviews’, the work represents the brand’s first ever fully integrated brand response campaign.
Grey London’s brief was to communicate the message that Which? product reviews are worth subscribing to in a world in which you can get reviews for free - while also positioning the brand as modern, relevant and appealing to a younger audience.
As well as OOH, the campaign involves a print partnership with the Evening Standard as well as a radio partnership with LBC/Global. This is complemented by digital display – programmatic banners and online AV and social elements on Facebook and Instagram. There will also be an editorial investigation into fake reviews published online and in the Which? magazine.
Comms planning was handled by Craft Media and media planning by MC&C.
Deputy Executive Creative Director: Nick Rowland
Creative Director: Joseph Ernst
Copywriter: Matt Tassel
Art director: Marc Owens
Agency producer: Glen Mcleod and Martin McGuin
Creative producer: Glen Mcleod and Martin McGuin
Planner: Bhavin Pabari and Gilliam Caldwell-Dunn
Account management: Nathan Gainford, Ryan Lacey, Eldar Chen
Client: Sarah Threadgould, CM, Which?
Laura Money: Senior Brand Manager, Which?