The One Show
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Category
Use of Smart Devices & Voice Assistants
Annual ID
OS22_DM082M
About the Work
OnStar, General Motors’ safety technology brand, normally connects Members to help with the push of a button. But during Hurricane Ida, helping people was more important than subscriptions.
We introduced OnStar Crisis Mode. By tracking the storm, we targeted 317,000 GM vehicles in the area and activated them into a public emergency support network. It gave people access to emergency certified advisors, Wi-Fi, mobile service and other lifesaving support, all for free.
We worked with Twitter’s Public Response Team to convert our paid media from selling messages into lifesaving helping messages in real time.
We used data to predict. Technology to connect. And our advisors to help when people needed us the most. In fact, even before they needed it.
We introduced OnStar Crisis Mode. By tracking the storm, we targeted 317,000 GM vehicles in the area and activated them into a public emergency support network. It gave people access to emergency certified advisors, Wi-Fi, mobile service and other lifesaving support, all for free.
We worked with Twitter’s Public Response Team to convert our paid media from selling messages into lifesaving helping messages in real time.
We used data to predict. Technology to connect. And our advisors to help when people needed us the most. In fact, even before they needed it.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Campbell Ewald / Detroit
Client / Brand
OnStar / Detroit
Art Director
Elmar Stewart
Kiley Weber
Su Ha
Copywriter
Melissa Treppa
Chief Creative Officer
Clarence Bradley
Silmo Bonomi
Chief Marketing Officer
Laura Thornton
Creative Director
Jake Kidd
Matthew Perry
Ronaldo Jardim
Chris McMahon
Designer
Stephanie Lucido
Digital Artist
Casey Campbell
Phil Colley
Editor
Matt Burns
Executive Creative Director
David Mackereth
Nat Resende
Group Creative Director
Jim Millis
Producer
Lisa Schinderle
Martha Torres Carter
Social Media Manager
Skyler Wilkes
Account Director
Caitlin Kelly
Julie Brundirks
Account Executive
Marideth Tschirhart
Megan Niehiesel
Account Supervisor
Chad McLean
Assistant General Counsel
Todd Chawansky
Director of Account Services
Colin Padden
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