WHICH?: ‘WAYFINDERS’

Helping tech-newbies see the wood for the trees

PROBLEM: Your subscription model is a massive barrier to new customers.

SOLUTION: Use teaser content to break through that wall.

MEDIA: CONTENT

In a world where advice and reviews are freely available, the consumer organisation Which? faces some pretty fundamental problems. Sure, their content might have a bit more heft than the average user-generated unboxing video, but are you really prepared to take out a subscription to access it?

To help them reach beyond their core subscribers and build a presence in the content space, we created Which? Wayfinders: entry-level tech guides designed to be both more useful than much of the free information available, and more memorable too. 

In keeping with their slightly geeky brand, our ‘orienteering’ guides to tablet computing were narrated by a man in walking boots and a wooly hat;  two parts Countryfile to one part Open University.

Cue a trip to Highgate Woods with director Tom Clarkson and actor Simon Wright, armed with a pile of tablet computers, a thermos and some woollen mittens. Are you sitting comfortably?