Feel More Buy More

We're discussing fluent devices today, joined by System1's Chief Innovation Officer, Orlando Wood, and our Head of Marketing, Tom Ewing. Orlando has some fascinating insights into some of the most recognisable ads that include fluent devices, such as Gio Compario of GoCompare, the Honey Monster and the Hoffmeister Bear.

Show Notes

The Smash Martians. Papa and Nicole. The 118 118 runners. Alexandr Orlov and Gio Compario. These icons of British advertising have something in common. They are examples of what we call a Fluent Device - a recurring property or idea that drives the creative in a long-term campaign and makes it more profitable.

In this episode we discuss:
  • What is a fluent device? 
  • Examples of fluent devices 
    • The Honey Monster, Meerkats, Geico Gecko, 118 118 Runners and more.
  • Why do they work?
  • The demise of the fluent device
  • How you go about creating a fluent device?
  • Can brands get fluent devices wrong

What is Feel More Buy More?

Feel More Buy More: The marketing and advertising podcast from System1 that puts its data where its mouth is. Everyone has an opinion on the latest ads. So do we at System1. But we’ve got the numbers too – effectiveness test scores fresh off the System1 Ad Ratings database. Every episode the System1 team and their guests talk you through the latest campaigns and the freshest work – and reveals their Star Ratings