The commercial viewing and on-site voting were held in BBDO's largest conference room. A total of 35 female employees crowded into the conference room, standing or sitting in the back row.
Everyone holds a questionnaire and a ballpoint pen in their hands, waiting to score the questionnaire after the advertisement is placed.
On the surface, Hugh Hudson, the advertising director of the other party, is a man who abides by the rules of the game. He took the initiative to say hello to Ronald and Darcy, "No matter who wins or loses today, they should be respected. I actually quite like it."
I like your shooting method. Miss Maguire is right, if you had the same resources, your shooting would probably be no worse than mine."
Is it time to sympathize with the losers? It may be too early. Ronald has experience with the British people and knows that they are not necessarily as polite as they appear.
"I'm not necessarily worse off than you now, Mr. Hudson." Ronald replied.
Hugh Hudson showed a helpless smile, as if he had nothing to do with the blind courage of his young nephews, "Okay, let's wait and see the results of the judges' votes."
The trial rating was hosted by a junior female manager. She announced that there will be two versions of the Chewels chewing gum advertisement below, which will be cycled twice. After watching, please mark your rating on the questionnaire, and the staff will review it later.
Collect their questionnaires.
The video recorder played the advertisement on the large-screen color TV placed at one end of the conference table, and the female judges watched it intently.
Soon the two commercials were played in a loop twice. The uneven bars version shot by Ronald was called Advertisement No. 1, and the version shot by Hugh Hudson was named Advertisement No. 2.
35 female employees rated two advertisements on questionnaires.
The host began to ask the judges to hand the questionnaires to him, and a dedicated person began to calculate the average score, and announced that their work was completed and they could leave.
"Wait a minute, I hope these 35 female judges will stay for a while and wait until the results are calculated before leaving." Darcy Maguire urged them to stay for a while.
Darcy Maguire obtained a box of Chewels chewing gum and gave each employee who rated the product a piece of chewing gum to give them a taste of the product.
When Dan saw this, he immediately ordered his men to bring a few boxes of Coca-Cola and distributed one bottle to the female employees. Ronald smiled at him. This guy thought he was buying off the judges and was not very clear about the situation.
The judges began to hand in their completed questionnaires, and then they all started to eat chewing gum, each of them showing surprise. The filling of Chewels chewing gum was fruit-flavored. It was the first time for female employees to eat it, and it tasted pretty good.
Some people opened cans of Coca-Cola on the spot and started drinking. Suddenly, the sound of popping the can was heard, which made the gray-haired elderly partner very dissatisfied and glanced at Dan. Now Dan asked his men to dissuade the ladies.
Don't drink it yet, it will make the conference room a mess.
The host quickly got the score results. Ronald's No. 1 got an average score of 3.6. Hugh Hudson's No. 2 got an average score of 4.2.
Because the judges did not know who took the first shot and who took the second shot, the scoring process was fairly fair, and neither Dan nor Darcy expressed any objection.
The white-haired partner motioned to the host to calm down and announced the results. All the senior managers present and the 35 judges heard the results. The judges didn't know who took which shot, and looked around at everyone's faces.
Reasoning about the outcome of victory or defeat.
Ronald was a little surprised. Although the questionnaire questions clearly favored the other party, there was not a big gap in the final scores.
This will be easier to do.
Darcy Maguire was the first to attack, "The score difference is not big, we should go back to the original plan and let the test results determine which idea is finally adopted."
Dan sneered, but seeing that there were many female judges present, he did not say anything bad, "The score of version one is 3.6, and the score of version two is 4.2. There are different numbers in single digits, a 12% gap, there is no need to waste resources."
It’s A/B tested.”
The gray-haired old partner stood up and said, "The questionnaire is scientific. It is a scientific method that uses statistics to reflect public opinion. You all cast your vote. This is America's 200-year tradition. We
This tradition should be respected. There is no need to conduct time-consuming and labor-intensive actual market sales tests."
"No wonder you never beat David Ogilvy. You don't even know the ABC of voting." The old man left the show in person. Darcy Maguire was an employee of BBDO and it was inconvenient to come forward to refute. According to the plan, Ronald started scolding
Already.
The old man opened his eyes wide, as if he didn't believe that anyone dared to contradict him face to face.
Ronald quickly distributed the 35 ballots in his hand to all the judges, "Each ballot has two columns, 1 and 2, which represent the two pages of advertisements for uneven bars and painters respectively. Please write down what you remember.
Two advertising selling points, I’ll collect them later.”
Ronald actually has more than 35 votes in his hand, all of which were prepared by Darcy Maguire before. The votes are divided into left and right parts with a line in the middle. On the left is 1-Uneven Bars, and on the right is 2-Painter. Below.
It is blank without a single question, and is used for the judges to write down the selling points of the advertisement that they remember.
Ronald also gave one to the old man, and gave the rest to the two partners and Dan's people. "There are only two options on the ballot, the Donkey Party candidate or the Elephant Party candidate, remember? Voting is
It’s a civic duty to remember to vote.”
Then he turned to the 35 female judges and said, "This is not a promotion test. There is no need for correct answers. Just write down what you remember. If you can't remember, leave it blank. We will not use anonymous votes to check.
Your memory."
The beauties laughed so much that they picked up their pens and wrote down the advertising selling points they remembered in the blank spaces.
Soon the judges finished writing down the selling points they remembered. After Ronald collected them, he read out the votes to the host on the spot and counted the votes on the mobile whiteboard.
This chapter is not over yet, please click on the next page to continue reading! The results were very one-sided. All 35 judges remembered the selling point of Ronald's advertisement which was "Chewels taste better."
And I remember that the selling point of Hugh Hudson's advertisement was "Because Chewels taste so good, I forgot it was sugar-free." There were only 16. The rest were either blank or written as Ronald's selling point.
The old man didn't want to admit defeat yet, "The questionnaire is a more scientific design. Your kind of voting is just the tyranny of the majority. People's opinions can't explain anything. The business world still depends on the elite to run."
"What, you accuse the general election of being unscientific? It is the tyranny of the majority?" Ronald said.
"Huh!" The old man said nothing and just slammed the ballot in his hand on the table.
Dan seemed to have found an excuse when he arrived, "Yes, this is not a scientific design. We should adopt the scores from the first questionnaire. That is the scientific result."
"Instead of doing your 'science,' why not ask consumers for their opinions?" Ronald turned to 35 junior employees.
"Can you tell Director Dan how you felt after eating Chewels chewing gum?"
It was the fat secretary who spoke first, "I think this chewing gum is like candy and delicious. Sugar-free chewing gum has no taste. I feel like vomiting after chewing it twice."
"But this Chewels chewing gum is also sugar-free? The delicious chewing gum makes people forget that it is sugar-free. This is our core idea." Dan was still in a state of confusion and didn't know why his version lost.
The blond secretary also spoke, "Director Dan, we just want to eat something with flavor. This sugar-free chewing gum tastes better. Let's remember this."
"Yeah, there are so many brands of chewing gum that we can't even remember them. When we get to the supermarket, we just remember that Chewels tastes better."
"Yes, I remember the gymnast in the commercial who made out that Chewels chewing gum is thick, different from ordinary thin chewing gum."
Everyone expressed their opinions one by one.
"How's it going? Did we win this review?" Darcy Maguire asked the three partners.
The old man recovered from Ronald's offense, "You may have the support of 35 secretaries, but what we have are scientific results."
Seeing that the old man still refused to admit defeat, Darcy Maguire's supporters among the partners were a little tired of this stubborn man who had no other advantages except seniority.
Sales results in Cincinnati and Cleveland determine."
Ronald and Darcy Maguire looked at each other to confirm that the original plan was very beneficial to them, so they nodded in agreement.
Dan's protector among the partners saw that something was not going well and agreed to the 1:1 argument. At least he saved face. Seeing that everyone agreed, the old man snorted and walked out directly. He planned to return to semi-retirement.
It's better to resume your global travels.
…
Ronald stood at the door and said goodbye to the 35 female judges one by one, while giving each of them a few sticks of Chewels chewing gum to express his gratitude.
In the end, the partners agreed to restore the original arrangement. The two pages of advertisements will now be placed in two cities respectively. The winner will be determined by sales volume one month later, and then launched on the national television network.
Dan failed to achieve his goal of suppressing Darcy's creative advertising before testing, and spent a lot of resources to invite the old man to return to the company, which resulted in a lot of losses. He left with his men first, and it is estimated that in the two cities
During the test, you also need to think of some ways to try to influence the results.
Hugh Hudson was thoughtful when he arrived and did not leave with Dan. He waited for Ronald to finish sending off the female judges and took the initiative to congratulate them, "Congratulations to you, Ronald and Darcy."
"Thank you, we have another competition."
"No, the next thing has nothing to do with me. It was filmed and handed over to BBDO. As for whether it will be released nationwide, that is Dan's job." Hugh Hudson still prefers Rona to the judges collectively.
Germany's version is a bit confusing.
"If you don't mind, could you tell me why these female secretaries and receptionists remember the selling points of your advertisements but not mine? I know you can't cheat."
Ronald smiled. These artists only wanted to make the movie aesthetically pleasing and become an "auteur-director", forgetting all common sense.
"They all work as secretaries, receptionists, or art designers. They are busy every day. There are so many things waiting for them to deal with. How can they have the brains to memorize such complex ideas? Mr. Hudson?"
"Only things that can be explained clearly in one sentence will be remembered by them."
"What can be said clearly in one sentence?" Hugh Hudson remembered this sentence and thought to himself, "Last year's Midnight Express was the story of an American's escape from prison in Turkey. This year's film by Allen is famous all over the world.
It’s a story about an art school student, so it seems I have to take on David Putnam’s story about a British sprinter winning gold in the Olympics as my first directorial work..."