The newly launched OnStar FMV (For My Vehicle) product -- the first out-of-the-box application of OnStar's automotive safety and connectivity services -- is now the focus of a new marketing campaign
designed to help more consumers understand the dynamic capabilities behind the trusted OnStar service now available to over 90 million older vehicles. Created by marketing communications company Campbell Ewald (CE), the campaign "Power of the Box" invites viewers to enter the safer world inside the OnStar FMV box to experience the connectivity of the OnStar "blue button." This campaign marks the first time OnStar has used mobile online media in their marketing, and the first time in this category that one technology platform is being used to deliver a single social media experience across paid and earned channels simultaneously.
OnStar FMV is a replacement rearview mirror that features OnStar's core services such as Automatic Crash Response, Turn-by-Turn Navigation, Hands-Free Calling, Stolen Vehicle Location Assistance, Emergency Services and Roadside Assistance and is available at consumer electronics stores such as Best Buy.
"The campaign is a multimedia experience that connects consumers to OnStar FMV and communicates a whole new world of safety and connectivity that is now available to be added to millions of vehicles currently on the road," said Sam Mancuso, chief marketing officer of OnStar. "The rich media platform allows us to educate and inform consumers about the features and benefits of the OnStar FMV product while allowing them to engage in real-time multi-channel conversations, all through the OnStar FMV brand channel."
To provide the consumer with this innovative, real-time social/digital experience, thismoment, a leading SaaS technology company has applied a single platform to allow consumer conversations about OnStar FMV to be aggregated from Facebook and YouTube. These conversations will be delivered to the OnStar FMV brand channel and across Apple and Android mobile devices so that consumers in this single, interactive brand channel can learn more about FMV from each other.
The art direction of the overall campaign creative takes the audience into an unfolding world inside of the box where an OnStar Advisor quickly addresses every challenge. Viewers get a deeper dive into the world inside the OnStar FMV box with CGI rotating cars and flipping locations. Life-size boxes were created to match the dimensions of online banners with firemen, police and other professionals "living" inside the box. For example, a fireman or policeman may communicate safety while a gas station attendant or waiter may communicate Turn-by-Turn Navigation. A :30 television spot along with banner ads, digital, website, mobile and fully integrated online media are all part of this campaign to lead the consumer to a unique experience and an education about OnStar FMV.
The TV campaign will launch August 1, and will run on key prime time network and cable programming shows such as The Bachelor, Shark Tank, Same Name, So You Think You Can Dance, and more. The award-winning OnStar "Real Calls" radio spots will also continue to air, reminding listeners of the everyday impact OnStar has on people's lives.
"Our mission was to create the world of OnStar inside of the box to engage a new, broader spectrum of consumers at key touch points in their lives to educate them on the power of the blue button -- to which they now can purchase and have installed in their car," said Bill Ludwig, chairman and CEO of Campbell Ewald. "We believe this rich brand experience will capture the attention of the consumer, ignite conversations and connect more people with the OnStar brand."
CE collaborated with The Mill, an award-winning creator of seamless visual effects, to create the world inside the box for both broadcast and digital and media by artfully bringing together live action and animation. CE also partnered with thismoment, using their Distributed Engagement Channel (DEC) platform to design an environment to foster a deeper, more meaningful relationship between the OnStar brand and consumers.
About OnStar OnStar
, a wholly owned subsidiary of General Motors (NYSE: GM), is the leading provider of connected safety and security solutions, value-added mobility services and advanced information technology. Currently available on more than 40 MY 2011 GM models, OnStar soon will be available for installation on most other vehicles already on the road through local electronics retailers, including Best Buy. The OnStar Mobile App is a recipient of the 2011 Edison Award for Best New Product in the Remote Driving Aids segment and OnStar Stolen Vehicle Slowdown is a recipient of the 2010 Edison Award for Best New Product in the Technology segment. OnStar safely connects its more than six million subscribers, in the U.S., Canada and China, in ways never thought possible. More information about OnStar can be found at www.onstar.com.
About Campbell EwaldCampbell Ewald (CE)
is a collaborative marketing communications company that provides clients game-changing solutions. As one of the nation's largest communications brands, CE is made up of a collective of thought leaders with innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and experiential marketing; interactive/digital; and strategic media planning and buying.
CE has offices in Detroit, Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), CE partners with a score of national brands, including Alltel Wireless, Carrier, Chicken of the Sea, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy and the United States Postal Service.