OnStar used data to predict, technology to connect, and human advisors to provide help for thousands of people when they needed it most. Even before they needed it – in advance of one of the largest hurricanes to hit the U.S. east coast. Direct messaging, geotargeted social ads, and CRM showed an entire region how Crisis Mode could help them weather the storm.

OnStar is a General Motors technology service that connects subscribers to emergency services, anytime, anywhere. But natural disasters like Hurricane Ida are increasing in intensity and frequency. They go beyond the day-to-day emergencies our specially-trained Advisors normally answer.

The brief was to use OnStar’s technology and data to anticipate and act ahead of a natural disaster, and to make sure people knew it was available and ready to use. Direct messaging, geotargeted social ads, and CRM got an entire region to understand how Crisis Mode could help them weather the storm.

Our objective was to make sure that when everything else went down, we didn’t.

When Hurricane Ida was about the hit the US, OnStar used storm data to identify the areas that could be impacted by the hurricane. Then, we identified 317,000 GM cars in the affected area, with and without active Onstar subscriptions, and activated all of them for free. Instantly, these vehicles became hubs of safety, providing communication with our specially-trained advisors, mobile service, and Wi-Fi, even before the hurricane landed. We changed all of our paid social media from selling messages to helping messages, letting those in the affected area know they could use the service for free.

Ahead of the storm, we worked with weather service data to predict where Crisis Mode would be most needed. This geotargeting was the foundation of our direct strategy.

We activated Crisis Mode for all Chevrolet, Buick, GMC, and Cadillac vehicles, even if the owners didn’t have an active OnStar subscription. We alerted them through OnStar’s CRM and email systems.

We also converted our paid media channels (Facebook, Twitter, and Instagram) to target a geofenced audience with reminders of the free service, along with lifelines for safety and updates on Hurricane Ida’s path.

Messaging completely abandoned selling messages during Crisis Mode. All calls to action were to encourage use of the free services, including mobile, Wi-Fi, and live OnStar Advisors, combined with up-to-the-minute information about the storm.

We activated Crisis Mode for all Chevrolet, Buick, GMC, and Cadillac vehicles, even if the owners didn’t have an active OnStar subscription. We alerted them through OnStar’s CRM and email systems.

We also converted our paid media channels (Facebook, Twitter, and Instagram) to target a geofenced audience with reminders of the free service, along with lifelines for safety and updates on Hurricane Ida’s path.

Thousands of people used their vehicles as a reliable point of communication and Wi-fi connection. OnStar Advisors directly helped 16,466 people in need.

Our social engagement created mass awareness of Crisis Mode, with increased followers, page visits impressions, and engagement. Twitter named OnStar as “People to follow” for Hurricane Idea – alongside other trusted sources like Red Cross and FEMA.

OnStar’s brand impressions increased by 89% MoM with a total of 109,790 impressions and 939 engagements. Twitter followers increased 117% during our Crisis Mode period. Visits to our Crisis Assist page increased 2375% overnight.

Combined efforts during Hurricane Ida helped the brand reach more 987,217 impressions.

During and after the crisis, we created/shared content that helped show the realities of the hurricane – connecting people to help loved ones when they needed it most.