New out-of-home company Pump TV appoints Tsuki to handle PR
Tsuki has been awarded the PR business for new out-of-home company Pump TV which delivers Seven and Yahoo!7 video content and advertising to consumers at petrol pumps.
Pump TV began its roll out in November across Shell Coles Express stations. It plans to be in over 400 petrol stations with more than 4,800 LCD TV screens nationally within the next 24 months.
Tsuki has been brought in to build awareness for the new out-of-home format, which claims to be Australia’s first and only national digital petrol station TV network.
Pump TV signed the exclusive content deal with Seven and Yahoo!7 last year, providing consumers with news, sports, weather updates and lifestyle content.
The outdoor company said that advertisers will have exposure to over 12 million consumers per month whilst they fill their vehicles at the pump.
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Smart idea. So simple.
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I’ve encountered them a few times. I hate them. Sometimes you just want some peace and quiet, huh?
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I agree Mike. Simple idea that benefits both consumers and programmers- it’s not like I have anything else to do when I’m filling up for petrol and its great to be able to grab news and weather updates on the go.
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Shame about the execution, sound is relatively quiet, especially considering the general noise at a petrol station. In a noisy and distracted environment, one could question the impact they have.
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Similar strategy to the elevator TVs that were introduced a few years ago and like that campaign, this is a great example of entrepenurial foresight: an entire market of consumers with nothing else to do but watch the cars go by- a well placed ad could be very effective.
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They installed one in NOV last year near my place and a second one was installed last week in Mount Waverly… The new site is heaps louder that the first one in Brandon Park. My girlfriend loves it, as she found out about a MYER sale they had advertised on there…more bloody shoes!
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Petrol stations have always been a commercial space – this is just taking it to a new level. A clever, simple idea…definitely one of those “why didn’t I think of that?”
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Duncan – as if you are ever going to get any peace and quiet at a petrol station! I think its a great idea. I’m not stuck staring into space. I can check the weather and catch up on uptodate news. Its a win win for both advertisers and consumers.
We’ve actaully had PumpTV in here a little while ago for a presentation and its currently being considered for planning with one of my clients. I personally find it very effecitve and so does my client! (I didnt happen to find a problem with the sound…. maybe it was a new site?)
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Was the presentation with Pump TV in a petrol station by a busy road or in an office? Maybe I’m just spoilt by surround sound at home rather than miniature speakers with ambient noise.
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Rebecca – True, a petrol station is a noisy place anyway! What I mean is that sometimes your mind needs a break. I personally found the audio a little too in-your-face and off putting – you had no choice but to pay attention. But then again, I suppose that’s the whole point!
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