OnStar

Keeping You Safe on the Road

We helped reestablish OnStar as the category leader for in-vehicle safety and security.

Navigating a crowded road

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.

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A live connection when you need it most

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.

Be Safe Out There

This insight gave birth to a new brand platform and creative campaign – Be Safe Out There.

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A Journey-driven content marketing machine

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 13M unique emails a month.

the results

Double-digit

Increase In Paid OnStar Plans

Significant gains

across all funnel metrics

Increased

consideration across all GM nameplates

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Harley Davidson

Digital // On-Air // Print

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Kaiser Permanente

Digital // On-Air // Print

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