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2022 One Show - Direct Marketing

OnStar Crisis Mode

Agency Campbell Ewald / Detroit + OnStar / Detroit

Client General Motors / OnStar

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.

2022 Awards

Total Points: 3

Merit

Credits

Agency

Campbell Ewald / Detroit

Client / Brand

OnStar / Detroit

Copywriter

Melissa Treppa

Chief Creative Officer

Clarence Bradley
Silmo Bonomi

Chief Marketing Officer

Laura Thornton

Designer

Stephanie Lucido

Digital Artist

Casey Campbell
Phil Colley

Editor

Matt Burns

Executive Creative Director

David Mackereth
Nat Resende

Group Creative Director

Jim Millis

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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