GSTV’s PepsiCo Campaign Wins Top Award
Gail Chiasson, North American Editor
This took place in November, but we just learned about Gas Station TV’s having been named winner of the Best Retail Marketing Campaign of the Year for 2010 at the 2011 Pepsi Media Summit in Las Vegas.
The award was announced by TracyLocke, PepsiCo’s retail media agency of record, at the event designed to ‘Involve, Engage, and Excite’. In a new award category created by the agency, GSTV was honored for creating and executing several effective, creative and innovative television campaigns in 2010. PepsiCo brands including Pepsi, AMP Energy drink, AMP Energy Juice, and Lipton Brisk were promoted to viewers via GSTV’s national television network at the gas pump, just steps away from the products’ availability inside the nearby convenience store.
This award came on the heels of a Nielsen pre- and post-campaign research study for AMP Energy and AMP Juice which found AMP Energy purchase intent increased 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,” says 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.”
Attending the Pepsi Media Summit were PepsiCo’s brand managers, heads of Pepsi BottlingGroups, the Pepsi media team, TracyLocke and related agencies as well as media company representation from across the U.S..
“GSTV deserved this award,” says Tricia Nichols, media portfolio projects lead at PepsiCo and group media director, TracyLocke. “They took the time to understand our business and created effective campaigns that moved the needle.”