Gas Station TV (GSTV), America’s No. 1 video network at the pump, today released Lieberman Research results that reveal record-breaking success of a tailored 2013 Fiat 500 commercial targeting consumers at the gas pump. The FIAT brand spot aired on GSTV resulted in unprecedented unaided ad recall among drivers, further demonstrating the power of gas as a medium to drive engagement and brand awareness.
The study, conducted on GSTV through Lieberman, was designed to measure the effectiveness of the 2013 Fiat 500 commercial at the pump. Overall ad recall was 60 percent – 45 percent unaided – more than two times the average total ad recall for television.
UM developed this innovative media plan to place the custom creative spot at the pump, which featured an enthusiastic Fiat 500 devotee who had “taken up residence” inside of a gas pump waiting to encounter the fuel-efficient 2013 Fiat 500. As the commercial integrated the gas station forecourt into its creative, it established a memorable, organic tie to the viewing environment making GSTV an ideal delivery medium.
“Brands now realize the importance of diversifying their media mix and exploring new avenues, including video at the pump, to reach their target audiences,” said Denise Smith, SVP, Group Media Director, UM. “Ad recall on GSTV continues to be strong, and we’re excited to regularly integrate innovative ideas that will extend brand experience with consumers.”
GSTV currently is watched by 45 million people across the country each month, and its growing viewership continues to solidify video at the pump as an exemplary platform to reach a captivated, real-time audience.
“The record-breaking ad recall that the Fiat campaign generated is another great proof point of the value of gas as a medium,” said David Leider, CEO of GSTV. “As GSTV reaches a 100-percent-driver demographic versus television’s 81 percent reach, video at the pump effectively positioned Fiat and reached the right audience at the right time.”
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 Fiat 500 is synonymous with modern, simple design blending form, function and a pride of ownership that is genuine. Reminiscent of the original Cinquecento, the Fiat 500 and Fiat 500c (Cabrio) build on the vehicle’s global popularity. Since its initial launch in 2007, more than 1,000,000 Fiat 500 vehicles have been sold in more than 100 countries around the world. 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). This year, the 2013 Fiat 500 was named to the “10 Coolest New Cars Under $18,000” list by Kelley Blue Book’s KBB.com and the new 2014 Fiat 500L was recognized as a “Top Safety Pick” by IIHS. The FIAT brand portfolio in North America continues to expand. In 2013, the FIAT brand launched the high-performance Fiat 500 Abarth Cabrio, the fully-electric Fiat 500e and the Fiat 500L, an all-new five-passenger model that expands FIAT’s brand style and efficiency into the growing B-segment
UM is a global media agency that fuses curiosity and creativity to unlock competitive advantage for brands through media. Our philosophy of curiosity is driven by the power of story-telling fueled by intelligence, insights and ideas. A division of IPG Mediabrands, UM has more than 130 offices in 100 countries and over 4,800 employees committed to developing creative, strategic and customized campaigns for every client. Ranked as the most creative media agency by AdNews in 2012, UM also was recognized for leadership in advanced analytics by Media Magazine. UM’s list of clients includes Brown-Forman, Chrysler, Coca-Cola, ExxonMobil, Johnson & Johnson, L’Oreal Paris, MasterCard, Microsoft and Sony. In 2012, UM’s new business global wins and retention received a grade A from RECMA.
Gas Station TV (GSTV) is America’s No. 1 video network at the pump. Delivering the hard to reach, on-the-go consumer, GSTV reaches 44 million monthly viewers at the nation’s leading gas retailers across the United States. Through its inOvationTV partnership with Wayne, a GE Energy Business, the network is now available to any gas retailer anywhere in the U.S. who installs Ovation fuel dispensers.
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 sports from ESPN, news and entertainment from CNN’s Headline News and Showbiz Tonight, business and personal finance reports from Bloomberg TV,” and local-hosted weather updates from AccuWeather.
GSTV can be viewed throughout the country at leading gas retailers like BP, Chevron, Conoco-Phillips, Gulf, Arco, Home Depot, Marathon, ExxonMobil, Speedway, Shell, Murphy USA, and Sunoco.
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.
Media ContactElaine Green
Airfoil for GSTV