In a new award category created by the agency, GSTV was honored for creating and executing several TV campaigns in 2010. PepsiCo brands including Pepsi, AMP Energy drink, AMP Energy Juice and Lipton Brisk were promoted to viewers via GSTV's national TV network at the gasoline pump, just steps away from the products available inside the convenience store.
This award [image-nocss] follows a Nielsen pre- and post-campaign research program for AMP Energy and AMP Juice released on August 25, 2010. The study found an AMP Energy purchase intent increase of 277%, while brand top-of-mind awareness grew 213%. Additionally, the percentage of individuals who were willing to recommend AMP Energy Juice to friends and family grew by 150% by the campaign's end.
"We can attribute much of these campaigns' successes to the true partnerships we developed with the various media and marketing teams very early on in the planning process," said Jason Brown, chief sales officer of Gas Station TV. "By working collaboratively with the teams, we were able to co-create contextually relevant strategies that resonated with consumers at the pump--at the moment of a purchase decision opportunity."
The award was presented at the Pepsi Media Summit in Las Vegas on November 10, 2010. Summit attendees included PepsiCo's brand managers, heads of Pepsi Bottling Groups, Pepsi media team, TracyLocke and related agencies as well as media company representation from across the country.
"GSTV deserved this award. They took the time to understand our business and created effective campaigns that moved the needle," said Tricia Nichols, media portfolio projects lead at PepsiCo and group media director of TracyLocke.
Birmingham, Mich.-based Gas Station TV (GSTV) is a leading national away-from-home TV network delivering a one-to-one consumer viewing experience. It connects with captive consumers at the pump for four to five minutes during a natural pause point in their day when they cannot channel surf or skip past your message with a DVR. As an independently audited and measured network in the gasoline space, GSTV delivers Nielsen Media Research-verified viewership, demographics, dwell time, network size and recall--providing media buyers confidence in GSTV commercial airtime purchases.
Programming includes exclusive news and entertainment segments from NBCU, sports from ESPN, local weather from AccuWeather and GSTV's original content program, Your Neighborhood. GSTV delivers entertaining and informative content with hyper-local targeting down to an individual station, with the ability to influence a mass audience just steps away from the c-store.
A tool for driving business for advertisers and increasing the revenue stream for gasoline retailers, GSTV delivers 27 million monthly viewers at the pump in more than 100 U.S. designated market areas (DMAs) at 13 of the nation's leading gasoline retailers. GSTV's audience would rank among the top-ranked, most-watched primetime TV shows weekly against highly desired 18-to-49-year olds, it said.
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