The Man in the Pump
Published in CSP Daily News
Gas Station TV creating first custom automotive ad for Fiat
BIRMINGHAM, Mich. -- Gas Station TV (GSTV), a leading video network at the pump, debuted a new commercial on Monday for the 2013 FIAT 500. This represents the first time an automotive brand has created advertising tailored specifically for GSTV.
Created in partnership with Doner, the spot, titled "Deer Blind," centers on a vigilant Fiat 500 devotee--who seemingly has taken up residence inside of the gasolinedispenser--becoming overwhelmingly enthusiastic while waiting to catch a glimpse of the fuel efficient FIAT 500 at the pump.
"The gas media platform presents an interesting opportunity to showcase the fuel efficiency of the Fiat 500 in a unique way," said Casey Hurbis, head of Fiat brand communications. "Integrating the physical gas pump as a key part of the creative helped us to develop an experience that is organic to the gas station environment, and consequently, one that is much more engaging for viewers."
Kerrin Kramer, vice president, brand leader at Doner, said, "Understanding the dynamics of how viewers interact with screens at the pump was key in ensuring that we helped FIAT create an experience that was contextually informative and entertaining. GSTV has been a great partner in that task, and I'm confident that we've created something as engaging, as it is unique."
GSTV develops marketing programs that help advertisers seamlessly integrate into the consumer experience at the pump. The network offers integration opportunities within the custom content of its programming partners--ESPN, CNN's Headline News, Bloomberg Tonight, Showbiz Tonight, and AccuWeather--as well as, provides other campaign optimizations such as pre-pump roadblocks and dynamic location-based tags that spur immediate consumer action.
"At GSTV, we pride ourselves on digging deep to come up with unique solutions for our clients. I'm honored that that FIAT Brand North America and Doner recognized that, and entrusted their foray into the gas space to our team," said David Leider, CEO, GSTV. "As brands continue to see the effectiveness of the platform, and really understand how gas media is entwined into the fabric of life in America, we'll see more gas space-specific creative coming to our screens."
Based in Detroit, Doner is a member of the MDC Partners network and serves clients including ADT, AutoTrader.com, Choice Hotels International, Chrysler Group LLC, The Coca-Cola Co., The Coleman Co., Cox Communications, DuPont, Harman, Serta, Sherwin-Williams, Smithfield Foods and The UPS Store.
Delivering the hard to reach, on-the-go consumer, GSTV reaches more than 37 million monthly viewers at the nation's leading gasoline retailers in more than 110 U.S. designated market areas (DMAs). Through its inOvationTV partnership with Wayne, a GE Energy Business, the network is on track to increase its monthly reach to more than 70 million, it said.
GSTV also offers the original social media program, "Your Neighborhood."