The OnStar 4G LTE Unbox Event

Problem: How do you grab the attention and imagination of millennial tech enthusiast's?

Solution: By announcing a mysterious new technology and unboxing it live.

Role: Digital Creative Director / Copy Writer / Art Director

The Unboxing was a two-part social and live experience that played out over 5 days.

PHASE 1: GRAB YOUR ATTENTION AND BUILD THE AUDIENCE 

In July of 2015 two very large unbranded boxes appeared in San Francisco and Boston. Street teams encouraged people to guess what might be in the box and write it on the side of the box. Armed with iPads and free Wi-Fi emanating from the boxes, the street teams signed passerby's up for a sweepstakes to win cutting edge technology like Google Glasses and Windows Surfaces. Everyone was told that on July 31st the technology would be unboxed and the prizes would be announced throughout a live broadcast.

PHASE 2: UNBOX!

On July 31st, Veronica Belmont unboxed a 4G LTE Wi-Fi enabled vehicle in front of a live audience in San Francisco. It wasn't just an unboxing of the vehicle however. Veronica used the Wi-Fi to connect to a singer/songwriter named Daria Musk in Boston who performed a song in the back of Chevy Silverado streamed through the Silverados Wi-Fi to a Google Hangout. Veronica also connected with Jon Rettinger and Manchester United legend Denis Irwin in Ann Arbor Michigan. Every minute of the show reflected OnStar's commitment to redefining what it means to be connected.

Watch a short case study on the Unboxing event:

OnStar 4G LTE Unbox Case Study from kevin omans on Vimeo.

The OnStar "Connected By" Campaign

Problem: How do you launch a new service that changes the very meaning of "being connected"?

Solution: Inspire the audience by sharing all the amazing things that you can now do on-the-road thanks to built-in vehicle Wi-Fi.

Role: Digital Creative Director / Copy Writer / Art Director

In the previous year we strove to remind you of the amazing things that a vehicle equipped with OnStar could do. This year we set out to up-the-ante with the amazing things you can do with built-in vehicle Wi-Fi. Not only did we find a fresh way to expand on our campaign, we used it to craft very targeted messages. We created three digital videos from these messages that were then used for content, pre-roll, rich media and standard banners.

You can check out the videos here:

Coast

Dad

Jetpack