Folks, we had a wonderful turnout for our very first Whadif project for NAPA Auto Parts. We received a flood of wonderful concepts and left it up to our objective testing to find out which ideas performed the best. Remember, we test with our client’s target audience to find out which ideas resonate the most with them.

As we run through more projects, we’ll learn more about what works best in each phase and what techniques you can employ to have a better chance at submitting a winner! 

This round, we did find that the winning concepts all effectively established the scene at the beginning, clearly communicated the main idea and then closed with an understandable pay-off.

Overall, the winners in this project struck a more emotional chord with the audience. Our top ten covered topics like family, homecoming, little girls and their dads - lots of tear jerkers. And all are easy to understand.

If you won in the idea phase, congratulations! And if you didn’t, remember: sometimes, a good idea can get lost in testing because the concept is harder for people who don’t work in this business to understand. Think your idea was overlooked in testing? Resubmit it as a Renegade Story Board in the next phase for your chance to win one of our $2000 awards!