device ads mostly above 70% fluency
PrincipleBrand & Creativity
A recurring character makes correct brand attribution close to automatic
Plotting TV spend against brand fluency, the percentage of viewers who correctly recognise the advertiser, ads without a character device spread from around 20% fluency upward, while ads with a device sit almost entirely above 70%. Correct attribution stops being something you have to buy with media weight.
Source
Fluent Devices Case Study - Creativity & Effectiveness: Developing creative best practice for long-term growth in a multi-platform world (System1 Group) (2019)
System1 Group; Fluent Devices research led by Orlando Wood, IPA Databank effects measured with Peter Field
Slide 20, System1, ads with brand identification data July 2017 to June 2018, N=759 without device, N=51 with
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PrincipleFluent Device - a brand-owned character that carries the drama across more than one adStatCampaigns with a brand character are more likely to deliver very large long-term effectsStatA brand character raises the odds of very large market share and profit effects by roughly a thirdWarningBrand characters do not buy you pricing powerStatBrand characters shift the whole distribution of emotional response upwardStatAlmost no advertising uses a brand character, which is exactly why it still worksStatThe use of brand characters in award-winning long-term campaigns has collapsed since 1992WarningThe pursuit of relevance may be what killed the brand characterStatBrands leave their own character on television instead of using it where the impressions areCaseBritish Gas and Wilbur the Penguin in a single static press adPrincipleFame, Feeling and Fluency - the three things advertising has to producePrincipleEmotional response acts as a multiplier on share of voice, not an alternative to it