General Motors OnStar Expands TV Campaign
05 November 2003 - 3:00PM
PR Newswire (US)
General Motors OnStar Expands TV Campaign Ads Based on Real-Life
Stories Influence Subscriber Loyalty and Volume TROY, Mich., Nov. 5
/PRNewswire/ -- General Motors OnStar is turning its successful,
award-winning "real stories" advertising campaign into a 30-minute
documercial that will air on HGTV, The Food Network, Discovery
Channel and TLC beginning Nov. 8. The documercial, titled "Tales
from the Road" -- allows viewers to experience the significance of
OnStar's safety, security and peace of mind services using
emotionally compelling stories of real-life OnStar subscribers.
Since the "real stories" ad campaign launched in November 2002,
OnStar has seen an increase in subscriber volume and consumer
retention. And company research shows that the "real stories"
campaign has boosted consumer interest in the service as well as
their intent to visit a dealership in order to learn more. OnStar
has more than 2 million customers nationwide. In "Tales from the
Road," viewers are able to experience what it was like for
subscribers such as Geraldine Felax when her husband, Sam, was
trapped under a tractor and OnStar sent emergency workers to her
aid. Also, the documercial contains comments from professionals
such as William Cade, director of 911 services and communications
operations for APCO International in Daytona Beach, Fla., and David
Cole, chairman, Center for Automotive Research in Ann Arbor, Mich.,
on the benefits of such in-vehicle services as OnStar. "It's
difficult to share these compelling stories and explain all the
benefits of OnStar in a 60-second radio or TV spot," said Tony
DiSalle, vice president for OnStar Sales, Service and Marketing.
"This longer format gives us a chance to better educate consumers
about the benefits of OnStar and reach one of our most important
audiences -- women." These days, more women are traveling -- alone
or with their children -- than ever before. Female driving has
increased nearly 40 percent since 1980. According to a survey of
1,000 women conducted by OnStar, nearly 30 percent feel uneasy
driving alone while 64 percent are concerned about driving through
a dangerous area. Since OnStar launched its real-life stories
advertising campaign a year ago, the brand's consumer retention
rates and subscriber volume have grown. The "real stories" campaign
consists of print, radio, TV and web advertising, as well as
focused and complementary public relations support. The "real
stories" campaign is the basis for OnStar's new auto show exhibit,
which debuted at the California International Auto Show in Anaheim
Oct. 29. "It's clear that these real-life stories are striking a
cord with our subscribers and have helped dramatically improve
consumer comprehension of the benefits of OnStar," said DiSalle. In
fact, roughly 3,000 people a month who previously opted not to
renew their OnStar subscription are coming back to the service.
OnStar, available on more than 50 models from General Motors and
selected models from six other auto manufacturers, is the nation's
leading provider of in-vehicle safety, security and information
services using the Global Positioning System (GPS) satellite
network and wireless technology. OnStar services include automatic
notification of air bag deployment, stolen vehicle assistance,
emergency services, roadside assistance with location, remote door
unlock, GM Goodwrench remote vehicle diagnostics, route support,
OnStar online concierge and convenience services. OnStar Personal
Calling allows drivers to make and receive hands-free,
voice-activated phone calls through a nationwide cellular network
and access location-based traffic and weather reports, as well as
sports scores, stock quotes and news. Additional information is
available on the Web at http://www.onstar.com/ . DATASOURCE: OnStar
CONTACT: Geri Lama of OnStar Communications, +1-248-588-4950, Web
site: http://media.gm.com/ http://www.gm.com/
http://www.onstar.com/
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