General Motors telematics subsidiary OnStar is preparing to launch a national advertising campaign next month entitled Connected by OnStar. The campaign will be OnStar’s first since 2010, and will start in July and run through December of 2013.
“We think now is a great time to remind the public of all the cool things they can do in a GM vehicle ‘connected by OnStar,’ beyond just the crash response that most people know it for,” said OnStar spokesman Stuart Fowle said in an email to The Detroit News. “As in-car connectivity continues to grow more important, we’re reintroducing people to the industry leader in telematics and getting GM and OnStar back in the conversation as we prepare for the arrival of embedded 4G next year.”
Connected by OnStar will emphasize the service’s features and technology, especially the RemoteLink app that can remotely lock/unlock a vehicle’s doors from anywhere in the world (provided an active internet connection), while also highlighting other services, including automatic crash response, stolen vehicle locator and vehicle diagnostics service. Unlike the 2010 campaign, the new ads will not run on TV, but will present on sites such as Pandora and YouTube — where GM believes the audience is more receptive to the product and message. It will include airing radio spots as people are driving and online as users search online for family vacation planning or smartphone technology.
John McFarland, OnStar/Global Connected Consumer director of insights and brand said that even though “safety will always continue to be a cornerstone of our brand,” the technology behind it has evolved and enables people to do “amazing things” in vehicles connected by OnStar.
In that regard, GM seems to be aspiring to transform OnStar’s perception from a safety and security service to one that’s associated with high-tech features.
After a six-month trial period on new GM cars, the service starts at $18.95 a month. The OnStar RemoteLink mobile app is free to download, and its key fob services will be free to use with all 2014 model year vehicles.
In late June, OnStar celebrated its Mexican-market launch — marking the completion of the service’s rollout across North America.