Fuel Pump Handles Transformed Into Unique Advertising Signs
People visiting service stations increasingly have become impulse buyers but a novel form of advertising is now
literally putting a message in their hands.
"FillboardT", as it is called, has been introduced to New Zealand as a new advertising medium. The advertising message
is installed on a plastic unit attached to the filling nozzle of the fuel pump handle. Each unit carries four colour
advertisements and is UV protected.
The company behind it, Out-There Advertising, has the sole licence for FillBoardT for Australasia. Director David Deacon
saw the concept at a trade show while in America last year, tracked down the company and bought the licence rights for
New Zealand and Australia.
The concept was introduced first in Norway and is now widely used in 12 European countries where sales messages appear
on thousands of fuel pump handles. It was introduced to the US four years ago and already 20,000 fuel outlets there
carry FillboardT.
David Deacon is confident the new concept will take off here fast. "Outdoor advertising increased by 29% last year from
$14m to $18m and is continuing to grow (NZ Advertising Institute turnover statistics).
"FillboardT has a big advantage over traditional advertising because customers are captive to the advertising messages
while in the "buying zone" between two-three minutes while people fill up their vehicles," he says.
"With between 40-100% of people pumping their own fuel, that's a large market. Also people looking at the ads are often
on their way to sports or other activities or to the supermarket, so the opportunity to generate impulse buying is
considerable."
Out-There has signed up two fuel suppliers so far to carry FillBoardT advertising with Auckland the first market.
"The opportunities for advertisers are enormous with millions of drivers visiting petrol stations each month in
Auckland, the largest market. It is a huge new market that has grown rapidly overseas and there is every reason to
suggest New Zealand will follow suit."
He said over a dozen research studies carried out in both Europe and the United States have demonstrated the medium's
ability to attract attention, generate advertising /brand name recall, increase purchase interest, build store traffic
and build product sales.
David Deacon believes the product will appeal to all companies who want to target +15 year olds of both genders and all
ethnic groups but particularly those selling juice, lottery tickets, pre-paid phone cards, confectionery, automobile
products and insurance companies.
"However, it is such a high impact product it has a very wide appeal. It is also easy for advertisers because Out-There
does all the installation offering a total service - all they need to provide is their artwork and we can even organise
that for them."
Ends
For further information contact:
David Deacon
Director
Out-There Advertising Ltd
Tel 09 828 1818
Mobile 025 411019
Paul Holdom, Manager, Out-There Advertising Ltd
025 784 790
Marise Gunderson, Marketing, Out-There Advertising Ltd
Tel 09 828 1818
Regards Jane Parlane Tel 09 5201148, Fax 09 5201149, Mob 021 912 631 janeparlane@xtra.co.nz