We helped reestablish OnStar as the category leader for in-vehicle safety and security.
OnStar was fighting to remain relevant, overwhelmed by cultural, tech and competitive disruptors — leading to a decline in consideration and retention. We needed to turn this around.
Despite all of our technology, we feel less connected today than ever. And the fear of being alone in a time of need is universal.
Unlike its competitors, OnStar still uses live operators. And that blend of technology and human connection is a powerful solution for drivers who want to feel safe and secure on the unpredictable open road.
This insight gave birth to a new brand platform and creative campaign: Be Safe Out There.
We threaded this point of view through every piece of a robust, multichannel content marketing campaign, remapping every touchpoint against the consumer journey and reimagining the brand’s entire CRM program.
We also developed a machine-driven design system powered by data, segmentation and AI — mixing and matching modules of content to progressively and dynamically build 1:1 communications across channels.
This maintained consistency across assets and supercharged our ability to deliver personalized content based on behavior, segment or context with tremendous speed, accuracy and volume — to the tune of 13 million unique emails a month.
Increase in paid OnStar plans
across all funnel metrics
consideration across all GM nameplates