No one likes to be alone in their time of need but this doesn't stop us from believing that "it won't happen to me". Those who can relate are considered Unsuspecting Drivers. Busy with building a solid foundation for their family and their future. Days are busy with responsibilities at home and work and free time is limited. This means road safety is not top of mind. More than that, they believe that they would know what to do if something happens. OnStar needed to strengthen its core positioning as a leader in safety and human interaction.

But how could OnStar reach the Unsuspecting Driver with impact?

OnStar partnered with Chicago Fire to help highlight that the brand’s technology offers safety and security with a human touch.

The show’s focus on first responding heroes and OnStar’s ability to connect people with first responders as part of their Emergency Services offering provided the perfect union

The in-show integration demonstrated the integrated communication between OnStar and first responders

To extend OnStar’s presence and take advantage of the built in viewer engagement of the highly anticipated finale, OnStar and NBC created a realistic and emotional custom content piece that further depicted OnStar’s benefits in times of need.

To extend the reach of the custom content, OnStar amplified the piece to a targeted audience via NBCU’s Social Synch across the Chicago Fire Facebook, Instagram and Twitter handles

By aligning the OnStar product with First Responders in the context of Chicago Fire we created the relevancy and relatability that the Unsuspecting Driver could not ignore.

It wasn’t a scare tactic; it was a moment. A moment that created an emotional connection between the viewer and the brand and built on the universal fear that no one wants to be alone in their time of need

INTEGRATION

• Positive Brand Opinion 34% lift (vs. Auto Integration Norm 7%)

• Brand Memorability 52% lift (vs. Auto Integration Norm 30%)

• Brand For Me 37% lift (vs. GM integration Norm 13%)

• Momentum 22% lift (vs. GM Integration Norm 46%)

TRADITIONAL ADS

• Positive Brand Opinion 7% lift (vs. GM Ad Norm 7%)

• Brand Memorability 23% lift (vs. Auto Ad Norm 18%)

• Message Memorability 15% lift (vs. Auto Ad Norm 11%)

• Momentum 16% lift (vs. GM Ad Norm 13%)

CUSTOM CONTENT

• Positive Brand Opinion 14% lift (vs. Auto Custom Content Norm 7%)

• Brand Memorability 26% lift (vs. Auto Custom Content Norm 26%)

• Brand For Me 19% lift (vs. GM Custom Content Norm 13%)

• Momentum 20% lift (vs. GM Custom Content Norm 18%)