This campaign (with press and radio) transformed response rates. The integrated campaign response rates rose between 9.25% and 91%. Which? recruited 145,000 new trialists in 12 weeks, as many as recruited in all of 2004. These trialists were recruited at 3 times the ROI of 2004.Overall ROI was 139%.In addition, pre and post quantitative research showed awareness and consideration of the Which? brand rising by up to 30%.In a sample of 1400 adults, 55% recalled the key advertising message (diversity of products tested) and had changed their opinions of the brand, agreeing it was modern and relevant.