BIRMINGHAM, Mich. – Gas Station TV (GSTV), America’s #1 video network at the pump, today will debut a new commercial for the 2013 FIAT 500 which was created expressly to target consumers on television screens outside of the home, including GSTV-equipped gas stations. This represents the first time an automotive brand has created advertising tailored specifically for GSTV.
Created in partnership with Doner of Detroit, the spot, titled “Deer Blind,” centers on a vigilant Fiat 500 devotee – who seemingly has taken up residence inside of the gas pump – 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.”
“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,” said Kerrin Kramer, vice president, brand leader at Doner. “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 is accustomed to developing unique opportunities to help clients drive consumers. Though the FIAT 500 spot is the first time the network will air an automotive ad made for its screens, it consistently develops marketing programs that help advertisers seamlessly integrate into the consumer experience at the pump. The network, which reaches 37 million viewers monthly, 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. “Something we’ve been able to do really well, and what sets GSTV apart from competitors, is a true understanding of what motivates and engages our viewers. I am confident that 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 Company, The Coleman Company, Cox Communications, DuPont, Harman, Serta, Sherwin-Williams, Smithfield Foods and The UPS Store. With over $1 billion in billings, Doner has built on its strong creative legacy to create a modern, integrated creative network with offices in Detroit, Cleveland, London and Los Angeles. As a full-service, performance-driven agency, Doner focuses on creating ideas that change the destiny of brands through creativity.
Gas Station TV (GSTV) is America’s #1 video network at the pump. Delivering the hard to reach, on-the-go consumer, GSTV reaches more than 37 million monthly viewers at the nation’s leading gas retailers in 110+ U.S. DMAs. Through its inOvationTV partnership with Wayne, a GE Energy Business, the network is on track to increase its monthly reach to over 70 million.
Offering an industry-leading experience, GSTV engages, influences and drives consumers to action on behalf of its advertisers and gas retailers with exclusive content including news from CNN’s Headline News, entertainment headlines from Showbiz Tonight, sports from ESPN, business and personal finance reports from Bloomberg TV, and GSTV’s original social media program, “Your Neighborhood,” in addition to local weather updates from AccuWeather. For more information, please visit GSTV.com, follow us on Twitter @GasStationTV, like us on Facebook: Facebook.com/GasStationTV, and subscribe to our YouTube channel: YouTube.com/GasStationTV. Gas Station TV is a Destination Media, Inc. company.
About the FIAT Brand
The FIAT brand stands for discovery through passionate self-expression. It encourages people to be in charge of their lives, live confidently and celebrate the smallest of things with infectious excitement. That philosophy is embodied by the North American introduction of the iconic Fiat 500 or Cinquecento – a small car that lives big. Italian at heart and rooted in a rich heritage, the 500 is synonymous with modern simple design blending form, function and a pride of ownership that is genuine.
Reminiscent of the original Cinquecento, the new Fiat 500 and Fiat 500c (Cabrio) build on the vehicle’s global popularity. Since its initial launch in 2007, more than 800,000 Fiat 500 vehicles have been sold in more than 80 countries around the world. The model’s unquestionable popularity is the result of the Fiat 500’s great ability to deliver unmatched personalization options with advanced solutions in terms of quality, engine and passenger comfort. In addition to success on the sales front, the Fiat 500 has earned more than 80 international awards, including being named the 2008 European Car of the Year, 2009 World Car Design of the Year and Best New Engine of 2010 (Fiat MultiAir Turbo). In the U.S. the 2012 Fiat 500 was named “Best Buy” in the subcompact category by Consumers Digest and was deemed a “Top Safety Pick” by the influential Insurance Institute for Highway Safety (IIHS).
The FIAT brand portfolio in North America continues to expand with the arrival of the high-performance Fiat 500 Abarth, a full-electric version of the Fiat 500 and the launch in 2013 of the Fiat 500L, an new five-passenger model that will expand Fiat’s brand style and efficiency into the growing B-segment.