British Gas and Wilbur the Penguin in a single static press ad
CaseBrand & Creativity
A British Gas press ad reading 'Free Electricity' was split-tested with and without Wilbur the Penguin. Adding the character lifted the System1 Star Rating from 2 to 3, effective reach from 69% to 74% viewing, average dwell time from 0.6 to 0.9 seconds, and spontaneous brand recall from 28% to 35%.
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
Slides 27-28, System1 with Newsworks and Lumen, client partner Centrica
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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 upwardPrincipleA recurring character makes correct brand attribution close to automaticStatAlmost 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 arePrincipleFame, Feeling and Fluency - the three things advertising has to producePrincipleEmotional response acts as a multiplier on share of voice, not an alternative to it