Tangent One created a series of ads for Which? around core product types including TVs, digital cameras, washing machines and sat navs - all products that people regularly turn to Which? for advice about before making a purchasing decision.

The ads were highly targeted, running on price comparison and aggregator sites such as Ciao, Pricerunner and Kelkoo.

These interactive ads invited the user to enter a brand name to find out how many of that brands products had been reviewed by Which? The results also revealed how many of the brand's products were Which? Best Buys – and in some cases, how many products were Don’t Buys. Users were then invited to take a trial subscription to Which? Online to get full access to the reviews and find out the names of the Best Buys and Don’t Buys.

The ads performed exceptionally well because they offered the user the opportunity to find relevant information at the point of need – and they encouraged users to consider the benefit of reading an independent product review before making a fairly expensive purchase.