General Motors (GM) is undertaking a significant shift towards an all-electric lineup and is also developing its Ultifi software platform. This software platform will enable GM to offer software-defined vehicles that can provide apps and other features through over-the-air updates. GM expects that its software and subscription services will generate revenue ranging from $20 billion to $25 billion by the year 2030.
During this transition, GM has been considering ways to educate consumers about its connected vehicle future, according to Laura Thornton, the marketing director for GM’s digital business and OnStar. Thornton explained that consumers already associate OnStar with in-vehicle technology, and GM sees OnStar as the brand that powers consumer experiences and adds value to the lineup. This campaign serves as GM’s initial effort to reintroduce and redefine the brand role of OnStar.
“This campaign is our first attempt at really reintroducing that brand role for OnStar,” Thornton said. “You’ll see a new look, a new design, a new messaging strategy, a different way to talk about the products in this space and kind of an underlying hint of innovation and technology and that electrification future that we have ahead of us.”
Over the past two decades, OnStar has become well-known for its in-vehicle safety services, including the ability to connect with advisors for roadside and crash assistance, as well as connectivity. However, going forward, Thornton said that OnStar will expand its role in connecting consumers to an array of technologies, such as Super Cruise and in-vehicle apps and entertainment.
“OnStar is the ingredient that brings you all of your digital products, and you can get them in one clean way and consume them through one clean experience,” she said.
The campaign’s tagline, “Better Never Stops,” draws inspiration from the concept of ongoing updates for vehicles, similar to smartphones. Silmo Bonomi, the chief creative officer at Campbell Ewald, the creative agency behind the OnStar campaign, explains that people are accustomed to consistent updates on their mobile devices, and GM aims to deliver a similar experience with their cars. With every notification, the car improves, allowing owners to enhance their vehicle on their own terms.
GM did not disclose the exact amount invested in the OnStar campaign. The commercials will be aired on various digital video, social media, and search channels starting from Monday, as stated by Thornton. In addition to Campbell Ewald, GM collaborated with the production company Impossible Objects for this campaign.
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Omprakash Tiwary is a business writer who delves into the intricacies of the corporate world. With a focus on finance and economic landscape. He offers readers valuable insights into market trends, entrepreneurship, and economic developments.