Effectiveness prediction agency System1 has teamed up with a veteran UK comics artist to showcase its recent work on classic advertising characters as a unique cartoon strip.
Lew Stringer, who has drawn strips for the Beano, Viz and Marvel Comics, and has worked on iconic characters like Lord Snooty and Rasher, worked with System1 to create an all new humour strip for the company’s Cannes g*******.
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The comic is a tribute to classic British comic strips and to the advertising characters, known by System1 as Fluent Devices, which have entertained generations of viewers. System1’s recent research into Fluent Devices found that ads that use them are 37% more likely to increase market share than campaigns not using a fluent device; 27% more likely to increase customer gains; and 30% more likely to increase profit gains.
The aptly named “Flo And Her Fluent Device” comic stars a young girl who has a magic gadget which can summon advertising icons like the BK King and the Andrex Puppy to get her out of trouble.
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The strip will feature on the back cover of System1’s ‘Summer Special’ booklet which will contain further information on the Fluent Devices research. The booklet will be given away by System1 at Cannes Lions next week. Lew Stringer also drew the front cover, packed with references to previous Cannes award winning ads.
Tom Ewing, Head of Marketing, System1, said: “Our research is all about the enduring appeal of great ads and great characters, and there’s nobody better at making great characters than cartoonists. I’ve been reading Lew’s work since I was a kid and was thrilled to collaborate with him on this project: he’s done a brilliant, joyful job. And as a parent myself I’ve gone to lots of industry events and come back with really boring materials – I wanted to help create something you’d want to take home and show your kids!”
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