On Tuesday, a Burwood petrol station offered free fuel as part of a campaign to promote the use of ethanol blended fuels. As part of this campaign, TorchMedia used this opportunity to show off their new Station Sponsorship format, promoting the E10 message throughout the forecourt.
Kirsty Dollisson, General Manager, Marketing & Commercial said that this format is a proven way to connect with consumers on approach to their point of purchase.
“This is a great way to showcase the new format after the success we’ve already seen,” Ms Dollisson said. “The first campaign, which was used during a trial period saw an astonishing 1600% increase in sales volumes during the campaign period. This shows, of the 2.3 million customers per week, people are seeing the material and advertisers are seeing real return on investment.”
Station Sponsorship consists of advertising spaces from the pump through to the point of purchase. As you approach the entrance, there is a large bitumen decal, single door & double sliding door decals and an entry panel. Lastly when you’re in store, a stand header and a large fridge bulk-head panel commands your attention one more time.
The idea behind the station sponsorship campaign is to target customers at the lead up to the point of purchase – in the petro-convenience environment.