Identifying and measuring the Fluent Device

System1 Research, the market research company, found that Fluent Devices are effective, and their use is in decline in the UK and US.

Campaign details

Agency: System1 GroupCountry: UK


First let's ask the obvious question. What IS a Fluent Device?

In a nutshell, Fluent Devices are repeated content that drives creative work across a series of ads. They can be characters, like the Geico Gecko or Comparethemarket's Meerkats. They can also be repeating scenarios, like Snickers' "You're Not You When Youre Hungry" or Specsavers' "Should Have Gone To Specsavers".

Fluent Devices go back to the dawn of modern advertising – poster campaigns from the turn of the 20th century feature recurring characters whose adventures are at the centre of...

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