Which?: How WPN helped radically change a 40 year old DM model and helped build the brand too

For many years, Which? was one of the biggest direct mailers in the UK, using a highly effective prize draw technique.

The problem was that results were slowly decaying - and there were real concerns about damage to the brand. WPN were given a simple brief: 'get us out of prize draw within 12 months'.

We abandoned direct mail and devised new press offers that created telephone dialogue, as well as DRTV and inserts. In less than 12 months, Which? mailed its last ever prize draw pack and today they are now seeing real growth in the membership base. At the same time, we developed a brand campaign too - in TV and press. Created as a result of careful research, it has had dramatic results in terms of brand awareness, and also, vitally, in driving higher responses to the existing press and insert campaigns, too.