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NEW YORK -- Seven months after inking a deal with PepsiCo to promote the beverage company’s brands, Gas Station TV won the Best Retail Marketing Campaign of the Year for 2010 at the 2011 Pepsi Media Summit.
The new award category, created by TracyLocke -- PepsiCo’s retail media agency of record -- recognizes GSTV’s campaign to promote such PepsiCo brands as Pepsi, AMP Energy drink, AMP Energy Juice and Lipton Brisk through its nationwide network of televisions at gas pumps. GSTV and PepsiCo signed a multi-year, multi-brand pact to promote the products at the pumps, as CSNews Online previously reported. At the time, Seth Kaufmann, director of media strategy and investment, PepsiCo North America Beverages, said the deal would help the company and the customer connect. "Our partnership with GSTV allows us to add value to the consumer experience, ultimately deepening our relationship with our consumers and driving our business as a result. It’s also an added bonus that they are closest to the moment of truth in a key strategic retail channel for us, ensuring our consumer connections translate into sales," he said.
GSTV’s award comes a few months after a Nielsen study tracking the pre- and post-campaign program for AMP Energy and AMP Juice found that AMP Energy purchase increased by 277 percent and brand top of mind awareness grew by 213 percent. In addition, the percentage of customers who were willing to recommend AMP Energy Juice increased by 150 percent by the end of the campaign, according to a GSTV release.
"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."