Gas Station TV, the Birmingham-based TV network shown at the gas pump, said Monday it 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, and who becomes 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, who leads 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.”
Added Kerrin Kramer, vice president and brand leader at Doner: “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 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 — and 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,” said GSTV CEO David Leider. “I’m honored that FIAT Brand North America and Doner recognized that, and entrusted their foray into the gas space to our team. 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.”
GSTV reaches more than 37 million monthly viewers at the nation’s leading gas retailers in more than 110 major metropolitan areas in the United States. Content delivered at the gas pump includes news from CNN’s Headline News, entertainment headlines from Showbiz Tonight, sports from ESPN, business and personal finance reports from Bloomberg TV, as well as GSTV’s original social media program, “Your Neighborhood” and local weather updates from AccuWeather.