In the average day, an Australian will be exposed to 300 advertising messages. Or is it 500? Or is it 1000? Whatever the number is, it will be higher now, with Woolworths Petrol announcing it will sell ad space on its petrol pumps. No, not on the bowsers, where we’ve seen TV ad screens popping up already, but on the actual pumps as well.
In a 2 page-long press release accompanied by two more email’s worth of super high-resolution photos of the pump ads in action, Woolworth’s ad partner Seemedia Group meticulously deconstructs the specifics of its new execution.
“Seemedia Group has signed a deal with Woolworths Petrol that will give Australian brand owners an innovative new out of home media platform that offers unprecedented consumer engagement,” reads the release.
“The deal sees Seemedia enter into an arrangement with Woolworths to provide advertising space on petrol pump nozzles at 400 Woolworths forecourts nationwide through a petrol pump advertising device called FillBoardTM.”
“FillBoard™ is a patented and integrated petrol pump handle unit capable of holding and displaying a high quality printed graphic that faces directly at the consumer while filling their vehicle.”
For those a little confused, ‘FillBoard™’ is indeed just a piece of paper glued on to the nozzle of a petrol pump.
“FillBoard has already attracted considerable interest from some of Australia’s leading brand owners,” continues the release. “Nestle, PepsiCo, GIO, NRMA, Visa and others have already conducted campaigns with some outstanding results. In two separate campaigns for Kit Kat, in-store sales increased a spectacular 84% and 19%.”
Or maybe it’s working because of the “six intense ‘hands-on’ contacts” consumers have with the fuel pump when filling their vehicle, which the release says occurs…
1) While selecting the fuel grade
2) As the nozzle is lifted from the pump
3) While the nozzle is inserted into the tank
4) At least once while fuelling the vehicle
5) As the nozzle is removed from the tank, and
6) As the nozzle is placed back in the bowser
“Petrol pump advertising delivers an unavoidable one on one interaction with each consumer for up to four minutes,” Seemedia Group’s managing director Chaz Heitner says.
“Couple this engagement with a mass market reach capability and you have a compelling value proposition to take to Australian advertisers.”