Which? kicks off DRTV campaign

UK consumer organisation Which? is launching a direct response marketing campaign, featuring a DRTV voiced by Martin Clunes, designed to promote how the organisation can help people with everyday issues.
Devised creative by agency Watson Phillips Norman, the push follows the established strategy of using the guide as a hand raiser to drive subscription to Which?.
The creative features a voiceover from British actor Clunes with visual portraying real Which? experts giving advice to consumers.
Andy Gradon, head of marketing at Which? said: “Which? is here to help consumers in areas of mass confusion. So the DRTV campaign brings to life how Which? know-how can help real people with everyday issues.”
WPN executive creative director Maria Phillips added: “We adopted a roadshow treatment because it was an ideal opportunity to connect the real Which? experts with consumers, whom they protect and champion on a daily basis. The ads not only do this, they also highlight the invaluable advice that Which? provides.”
Press ads and inserts, also created by WPN, will support the DRTV push.

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