The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Direct Marketing

OnStar Crisis Mode

Agency Campbell Ewald / Detroit + OnStar / Detroit

Client General Motors / OnStar
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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.