Celebrities are accustomed to special treatment and so are OnStar customers. The "OnStar treatment" is available to drivers of most GM vehicles, whether or not they happen to be famous. A new GM campaign created with Deutsch LA featuring OnStar launched yesterday on shows such as the NBC and CBS Sunday night movies. The online component will appear on the MSN homepage and other major websites.
In two 60-second spots, each featuring three celebs, the stars are juxtaposed with "everyman" characters, demonstrating that you don't have to be a star to receive the OnStar treatment. A series of 15-second vignettes will debut the week of 6/4 featuring golfer Tiger Woods and NASCAR driver Jeff Gordon. The campaign will also feature vehicles from all eight GM brands: Chevrolet, Pontiac, GMC, Buick, Cadillac, Saturn, Hummer and
Each of the stars receives the "OnStar treatment" via OnStar services such as unlocking a door, Remote Vehicle Diagnostics or stolen vehicle location assistance. The campaign also highlights OnStar services such as Hands-Free Calling, OnStar Vehicle Diagnostics e-mail messages and Turn-by-Turn Navigation. OnStar will become standard on nearly all GM retail vehicles in the United States and Canada by the 2008 model year.
RBR observation: Interesting radio didn't play a role in this effort, as OnStar's previous radio campaigns won awards/accolades and did some tremendous work with awareness and brand emotion.