Fluent device
DefinitionCreative Strategy
Fluent device
A recurring character or dramatic scenario a brand runs across campaigns - a mascot, a running joke, a familiar situation. Fluent devices compress recognition: the audience knows who is speaking before the brand says its name, and campaigns that use them are more likely to drive large business effects.
Evidence from the library
Fluent Device - a brand-owned character that carries the drama across more than one adPrinciple23%Campaigns with a recurring "Fluent Device" character are 23% more likely to gain market share.Stat+38% market share, +30% profitA brand character raises the odds of very large market share and profit effects by roughly a thirdStat14% vs 6% profitA brand character outperforms a celebrity on almost every commercial outcomeStatUK 7%, US 4%Almost no advertising uses a brand character, which is exactly why it still worksStat
Source
Marketing Definitions
Orlando Wood, Lemon (IPA, 2019); System1 fluent device research
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