GSTV Debuts FIAT’s ‘Helpful Critters’ Ad On How To Save at the Gas Pump

Gail Chiasson, North American Editor

Gas Station TV is airing FIAT brand’s new 30-second animated commercial titled, ‘Helpful Critters’.

The commercial, which debuted across gas pump mounted screens and online channels earlier this month, highlights the 40 mile-per-gallon Fiat 500. The commercial is running nationally and can be viewed exclusively on GSTV, America’s No.1 video network at the pump.

Several animated cartoon characters greet gas pumpers, including a friendly rabbit, badger and squirrel. They love their forest home just the way it is, and encourage people to check out the 40 mile-per-gallon Fiat 500. Although seemingly innocent woodland creatures, they may be hiding a dark side.

GSTV delivered exceptional results for FIAT in 2013 with an ad that 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. A Lieberman Research study found that overall ad recall for the FIAT’s 2013 GSTV campaign was 60%—45% unaided—reflecting more than twice the average total ad recall for television spots.

“No medium has delivered that level of recall for a similar campaign,” says David Leider, GSTV CEO. “The pump is a distinctive vehicle for delivering messages, and its results are equally unique. Every viewer at the pump matches the driver demographic, making it easier for FIAT and other advertisers to reach precisely the audience they wish to target with exactly the right message.”

‘Helpful Critters’ was created in partnership by Doner advertising agency.

Since its 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.


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