01 · The brief
Three ideas for one campaign
Nobody in the room can honestly say which one will work.
02 · The crowd
An audience stands in for your market
No real person has seen the work yet.
03 · What counts
Watched, shared or skipped
The three bars read nothing until the crowd is shown something.
04 · Variant A
The first cut goes in
The crowd watches it through, and hardly anyone skips.
05 · The spread
Then they pass it on
Watching is one thing, sending it to a friend is another.
06 · Green verdict
The first one is a yes
This is the one worth putting the media money behind.
07 · Variant B
Some of them stay
The second cut keeps a few people watching, but it never travels.
08 · Amber verdict
Amber, not a no
The idea is close, so it is worth changing rather than binning.
09 · Variant C
Almost nobody stays
The skips bar is the one that moves.
10 · Red verdict
The last one is a no
Better to lose the idea here than after launch.
11 · The winner
One winner out of three
Everyone can see why it won, not just that it won.
12 · The read-out
Back it, fix it, or drop it
One line for each idea, then the spend follows.