4.7

Fluent Devices

A character, format or structure reused across successive campaigns so that recognition accumulates instead of resetting each time.

Orlando Wood / System1, IPA EffWeek (2017); DataMINE analysis (2019)

What it does

A character, format or structure carried across campaigns rather than rebuilt each time. System1's IPA DataMINE analysis found character-based fluent devices produced very large market-share gains in 40.9% of campaigns versus 29.7% without, and were 30% more likely to lift profit.

When it breaks

Nothing compounds for a brand that repositions or changes agency often. Without accumulation the device is just a mascot.

Case

Compare the Market's Aleksandr Orlov took the brand from fourth of four to the UK's leading motor-insurance comparison site, at 54.5% share in GlobalData's 2022 consumer survey.

Marketing Week · why the meerkats work ↗
Recognition ↑ Campaigns → 1 2 3 4 5 With a device Without one
Fluent Devices · 4.7

In the wild

Unchecked · not part of the tier

What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.

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