Be safe out there.
OnStar is a safety feature built into GM cars. It connects you to an emergency trained operator that can give directions, unlock doors, slow down a stolen stolen car, and send help if you’ve been in a crash. Pretty cool hu?
The problem was that Canadians are generally more optimistic and pragmatic and they didn’t see the value of OnStar so sign-ups were down after the free trial period.
We decided to show that OnStar provides peace of mind and has helped Canadians everywhere. To launch the campaign, we created a series of hero videos as Pre-roll, Instagram and Facebook posts as well as radio spots where we tell real dramatic stories of people who have been helped by OnStar. We also leveraged the OnStar US TV spot and adapted for social media and cinema.
To demonstrate the pervasiveness of OnStar, our retargeting strategy used real OnStar data to dynamically generate hundreds of geo targeted banner ads and social posts and Waze ads that feature nearby and familiar locations where actual OnStar calls took place. The idea being, wherever you are, OnStar has helped someone nearby, thus hitting home the idea that you’re never alone with OnStar.
