OnStar
MY PLACE OUT THERE
SOCIAL CAMPAIGN
Within my first week on the account I identified an opportunity for the OnStar social team to expand the narrative of their “Be Safe Out There” campaign.
At the time OnStar wanted to share member stories that primarily focused on high-stress, emergency situations, highlighting when customers needed OnStar most. Although those are great, I saw an insight that day-to-day life isn’t always doom and gloom and OnStar also helps people navigate their everyday lives.
I proposed, My Place Out There, a series of social media posts that focused on sharing real member stories that highlight how people go about their everyday lives with more confidence and peace of mind thanks to OnStar. The idea was to round out the brand narrative, showing not just moments of crisis but the everyday value OnStar brings.
The idea was well received and evolved into larger brand initiatives, expanding into video content and a podcast.
Insight:
OnStar isn't just there for people in moments of crisis, it's also there in the everday.
While the brand often shows up in the high-stress emergency situations the reality is that OnStar gives people the confidence to get out, explore, and experience more of their lives. It's the peace of mind that OnStar gives them that lets you go further, try new things, and enjoy the moments in between and knowing you're supported if anything happens.
Pitched Concepts
Automatic Crash Response:
Jake returns to his favorite hunting spot each year with added peace of mind, knowing Automatic Crash Response with OnStar has him covered.
Turn-by-Turn
Navigation:
Whether it’s home or away, Terry follows the Detroit Lions across the country, relying on OnStar’s Turn-by-Turn Navigation to get him there.
Roadside
Assistance:
Sydney built a career around traveling and explores new places with confidence, knowing OnStar’s Roadside Assistance is there when she needs it.
Real Posts
Scroll through the slider of posts below.
