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 Group Country: 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 Whe

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