HispanicBusiness

TROY, Mich., April 29 /PRNewswire/ -- OnStar's "real-world" advertising campaign uses true stories, in the subscribers' own voices, to demonstrate the benefits of OnStar's safety and security services.

The ad campaign and the need for marketing is the subject of the keynote speech by Tony DiSalle, OnStar vice president of Sales, Services and Marketing, at today's opening session of Telematics Update Detroit 2003 at Cobo Hall.

The new radio ads use the actual recording of a subscriber's call to an OnStar advisor in critical on-road situations as well as normal travel needs. OnStar has turned to radio for the major focus of its safety and security advertising messages for several reasons -- it's effective, efficient, allows quick and lower-cost production, and is typically heard in the vehicle, where the service has the most impact. OnStar services include automatic air bag notification, stolen vehicle location, remote door unlock, emergency services and routing.

The 60-second audio format allows more time to explain the service than the typical 30-second TV spot, and compels the listener to feel that emotional connection between a subscriber who might be in trouble on the road and the OnStar advisor. The actual recordings bring the added dimension of a real- life experience and capture the urgency, excitement and believability of the incident.

"One thing we've learned in our seven years of delivering these life- saving services is that there's a special connection between the OnStar subscriber and advisor, two human beings reaching out to each other in a time of need, " said DiSalle. "To be able to capture that moment and share this life changing experience allows everyone to understand the importance and real benefits of OnStar."

This campaign, created by Campbell-Ewald, is a natural progression from the award-winning Batman ads of the previous two years. Batman did yeoman's work increasing OnStar brand recognition for consumer-aided awareness to an amazing 90 percent and unaided awareness to 60 percent. Now, through these real-life stories, the OnStar radio ads demonstrate how each service works. And new research shows that these radio ads stand out from other commercials. About 95 percent of consumers say they feel the ads are believable and more than 70 percent of new vehicle buyers indicate they're more likely to consider OnStar services.

OnStar currently has 13 radio ads in rotation on a number of national radio networks during drive time and top-rated programming. On a schedule of every 30-45 days, OnStar plans to add five new ads, and drop out five ads. And OnStar is also airing a Spanish-language subscriber story ad in select major Hispanic markets.

This ongoing rotation will keep the campaign fresh and continue to reinforce the fact that subscriber calls come into the OnStar Center every day from throughout the United States. In fact, OnStar answers a broad range of service requests every day. On a monthly average (Dec. 2002-Feb. 2003), OnStar responds to approximately:

* 670 automatic air bag deployments * 365 stolen vehicle reports * 15,000 remote vehicle diagnostics requests * 220,000 routing calls * 27,000 remote door unlock requests * 14,000 roadside assistance calls * 6,000 emergency calls

Along with the radio campaign, OnStar will be running similar subscriber story-based print ads in national women's publications (including Family Fun, Working Mom, Better Homes & Gardens, Oprah) and general titles (including Time, Newsweek, U.S. News and World Report) as well as several travel publications. OnStar will also have an ad presence on the Web, revolving around search engine key words and previously owned-vehicle sites. There will also be banners on the online Wall Street Journal site. There are no plans for any TV ads at this time but future possibilities are being explored.

Launched in the 4th quarter of 2002, the OnStar real-life stories ad campaign has seen an immediate boost in many key measures, including service comprehension, "value for the money," and renewal intent.

About OnStar

OnStar, available on a range of vehicles from seven 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 location, emergency services, roadside assistance with location, remote door unlock, remote diagnostics, route support, OnStar 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 real-time 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/ . OnStar

CONTACT: Geri Lama of OnStar Communications, +1-248-588-4950,geri.lama@onstar.com

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