Gas Station TV, America’s No. 1 digital video network at the pump, will debut a new commercial today 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.
GSTV said it 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 Headline News, Bloomberg Tonight, Showbiz Tonight, AccuWeather — as well as, provides other campaign optimizations such as pre-pump roadblocks and dynamic location-based tags that spur immediate consumer action.
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.
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 delivers 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-plus U.S. 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.