AUDIENCE TRUTH ENGINE

Follow the decision

Follow your message through the refinery

Inside the refinery, a message has to get past four people before anything is bought. Each one asks a different question. See how far your version of the message gets, and where it stalls.

Your message
“Aramco's lower-carbon crude oil can give your business a lasting commercial advantage.”

  1. Is it worth it?

    Chief Strategy Officer

    “Interesting start. I'd make it about competitiveness, though.”

    Lets it through

  2. Is it true?

    Director, Energy Technology and Decarbonisation

    “Could be true. But show me checked data before I believe the number.”

    Stalls here

  3. Is it safe to say?

    Director, Environment Health and Safety

    Would ask: “Who has independently checked this claim?”

    Never sees it

  4. Is it worth the money?

    Managing Director, Energy and Infrastructure Finance

    Would ask: “Even if it's true, is it worth real money?”

    Never sees it

Gets past 1 of 4

Your message stalls with Chen Jing.

Back up the carbon claim. Put the method, what the figure covers and the supporting data right next to the claim.

See how the campaign fixes this →Or change course:

What each person needs to let it through

  • Show why it matters to the business

    Link the choice to competitiveness, secure supply and long-term value, as well as lower carbon.

    For Liu Xuemei · met by this version
  • Back up the carbon claim

    Put the method, what the figure covers and the supporting data right next to the claim.

    For Chen Jing · not convinced
  • Make the claim safe to say

    Support any environmental benefit with an independent check, proof it meets Chinese rules and open reporting.

    For Gao Yan · not convinced
  • Show what it's worth

    Show how the choice affects costs, risk or value to customers, using realistic scenarios.

    For Sun Ying · not convinced