The brand campaign used a series of banner and video based ads to raise awareness of the product tests that Which? carry out.The ads targeted a younger audience than usual and used humour to engage the audience, showing a fictional tester “The Which? Man” testing appliances with various extreme methods.

A standard video version of the interactive “Which? Man” ad was also used in viral format and seeded on YouTube and other video sites.The Click Through Rate was nearly double the expected CTR for a brand campaign and over 3,800 new trials to Which? Online were generated.