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 ↗Diagram — not yet drawn
Recognition accumulating step-wise across campaigns with a device, against a sawtooth that resets to zero each time without one.
In the wild
Unvetted · not part of the tier assessment
What has been written about this tool in the last twelve months. Machine-retrieved and unchecked — everything above this line was checked.
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