• by Karl Greenberg , September 15, 2010

General Motors' telematics program OnStar is outgrowing its identity as a "just in case" subscriptioin-base application for drivers in need of help. Instead, OnStar will be a lifestyle program that goes beyond safety and emergencies – as well as a pure subscription model -- to social media, entertainment, apps, Bluetooth, phone interfacing and remote diagnostics, among other things.

To get the word out the company is relaunching with a new campaign, "Live On" with the theme line, "Safely connecting you in ways you never thought possible."

The new campaign, via Campbell-Ewald, which has had the account since OnStar's inception in 1997 is a definite shift in character and tone. Instead of talking about the the little blue button as a "just in case" godsend in an emergency – an instant contact with a real, live person, the focus will be a brighter, more lifestyle-centered message that OnStar gets you what you want when you need, whether it's an emergency or directions to the pizza place. The effort, launching Sept. 20, includes print, broadcast, and online elements, as well as grass-roots programs and a new look for the logo.

The division's CMO Sam Mancuso said awareness of the OnStar brand equals that of Microsoft or Sony. "We have extremely high favorable opinion, and over one third of new vehicle buyers want in their next vehicles."

OnStar campaigns have run the gamut from a tie-in with the Batman (he had OnStar) to the successful "Real Calls" radio campaign featuring people who were actually saved by the OnStar feature. "Saving lives is the most important thing we do; our marketing has created a strong feeling of safety and security, and the new campaign retains all that but adds the idea of powerfully simple connectivity," said Mancuso.

Mancuso said the new ad campaign, which show a mix of people doing everyday things using various of the new OnStar services use a brighter color palette, "To encompass a more optimistic view," he says. The ads are set to contemporary music and lifestyle images. He says the message is that OnStar is much more than an emergency response service. "It's not about waiting for something to happen but something people can use every day."

Mancuso said digital will also pay big role, and outdoor boards will include Times Square and a wall-scape visible as one approaches the Holland Tunnel. There will also be a grass-roots efforts such as a truck tour of mobile OnStar command centers.