2011 Gold Best online display advertising

01 Dec 2011

Client Which?

What is wonderful about this work? We aimed to reach online researchers early in their decision process and demonstrate the value of Which? rigorous testing, with humour for engagement and video for impact. We outperformed previous campaigns by almost 50%.

What details of the strategy make this a winning entry? Which? is funded solely by subscriptions for access to its magazine and website. While the website has some 1.3 million subscriptions, making it the largest paid-content site in the UK, it’s not as well-known as its offline counterpart. This is aggravated by the volume of offline subscriber recruitment advertising. Ads in newspapers and magazines, media inserts, and above all DRTV, offer “free guides” covering topics from buying a laptop to growing vegetables. As a result, Which? engages with its core audience of researchers right at the start of their research, for longer and greater engagement throughout the entire research process. In the online world, Which? also recruit subscribers effectively, but mostly via search. As a result the engagement starts much later in the process, closer to the point of purchase. The relationship is therefore more of a commodity one with less engagement. Our strategy was to change this by using online display as DRTV, generating high reach at low cost, and engaging potential subscribers early in their research journey. Oh, and match the ROI and cost per subscriber targets of other media.

How did creativity bring the strategy to life? The ATL focused on the unusual methods Which? use in their testing, as opposed to the products being tested. Visually this was a change of direction, where we could emphasise (for example) a smelly dog that helps test washing machines, rather than an actual machine. Online expanded on this, introducing a wider range of tests, such as fairy cakes (for testing ovens), and eggs and spinach (for testing dishwashers). To create high-impact banners we filmed our own video, shooting against a white background but with unusual shots such as eggs splatting and smouldering jacket potatoes. We tied in some with the TV ads, using a similar dog licking the camera. High-quality footage, unusual subject matter and the impact of the shots meant the ads were very noticeable. We also chose some high-impact formats such as masthead banners. To target actively researching users, we chose price comparison sites (Ciao) and shopping portals (eBay).

Results This campaign is one element of the marketing that drove 40% growth in new subscriber numbers.

Judge's comment:“A very impactful, ‘campaignable’ idea with a down-to-earth warmth and a compelling call to action, successfully repositioning the brand against its growing competition.” Mike Sims, MSC

Team Bodhi Morrison – Head of Digital, MC&C, Alex Prout – Senior Planner/Buyer, MC&C, Chevy Wall – Group Head, MC&C, John Willacy – Media Director, MC&C, Spencer Yates – Account Director, Tangent Snowball, Peter Miller – Creative Director, Tangent Snowball, Julian Frost – Art Director, Tangent Snowball

Hear more from the DMA

Please login to comment.

Filter By

Connect to

Are you looking for a...

Choose a business type

Choose a business type

Choose a business type

and/or enter a company name, postcode or keyword

2011 Gold Best online display advertising

Comments