When two concepts want one test slot, I ask three questions. A concept has to pass all three, clever or not.
The three questions
1. Is it a person in a moment, not an age range? 2. Would a stranger get it, not just people who already know the brand? 3. After one listen, do you know what it sells?
- A person in a moment. "Women 35 to 50" is a target, not a concept. "A woman zooms into a group photo and spots her own crow's feet first" is a moment a buyer recognizes.
- A stranger gets it. If only fans get it, it's a reminder for past customers, not a test for new ones (see winner test 2).
- Clear on one listen. Play it once with no context. If you can't say what it sells, it fails, however much it made you laugh.
If both still pass, the slot goes to the one most different from what's already running.
Before I write any concept, I fill in one sentence. If I can't fill it in, it isn't a concept yet.
Concept in one sentence
{person} in {moment} buys {product} because {reason}.Clever is optional. Clear on one listen isn't.