With the addition of Opel OnStar, the automaker is preparing to kick off their refreshed advertisement campaign across multiple forms of media. The first print ad will be published on October 5th. Along with the print-ads are five TV commercials airing on various high-viewership TV channels. Opel says the communication of the new services and features will be “made-to-measure for specific channels and target groups,” including films and informative animations, resulting in maximum output.
Why all the fuss? Well, getting all this attention will be a great thing for Opel with the all-new Astra coming in red-hot. Aside from that, Opel is calling their OnStar addition a “groundbreaking system,” stating it is the first of its kind within the European automotive market. Opel Chief Marketing Officer, Tina Müller, states the purpose of the new approach more explicitly;
Opel OnStar is not just the product of an engineer’s phantasy but a new kind of luxury that can save lives. The system offers a host of services and functions that individually address different target and age groups. The smartphone generation will love the 4G LTE Wi-Fi hotspot. For the older generation, services such as automatic Emergency Call Service and Roadside Assistance provide more safety and security when driving. Only Opel offers such a comprehensive package. Our advertising campaign is designed to spotlight the needs of these different customers, making it one-of-a-kind in its diversity.
Keep your eyes peeled for the new ads, which we have already begun featuring. The commercials feature actor and Opel campaign ambassador Ken Duken. Duken has been apart of other Opel projects including the award-winning “Umparken im Kopf” campaign.