Connect the dots with OnStar

OnStar has launched a new "connect the dots" campaign to boost brand awareness in an increasingly competitive market. Customers who have the hardware installed in their vehicles need only push the button to receive a free year of service and get a chance to win one of 10 new GM vehicles (with OnStar installed of course).

I think it sounds like a great idea. A year is a decent amount of time to let customers try the service out, and a car is obviously a complimentary product. If I were to win a free car, I might splurge on OnStar after the free period lapsed just because it didn't cost me anything.

However, I don't think they are doing a very good job of communicating their message. The first commercial left me somewhat confused - it says no purchase necessary, but how would you have a blue button to push if you're not a customer? It also doesn't provide any information about the service. The second commercial was much more informative. It tells you what kind of situations OnStar can help you with, and then provides contest details at the end. However, it seemed pretty low-tech, which does not match with a brand that should be providing cutting edge service.

OnStar will also soon be available after market to any type of vehicle through Best Buy retailers. I'm not sure is a wise decision - I think it could dilute the brand if it becomes to widely available. They will also have to be careful that they are able to maintain their high quality service if their customer base increases significantly because of this.

I think OnStar will remain in the market for awhile, but I think they need to work harder to reinforce their relevance rather than use gimmicks to gain short-term adoption. I personally have never used OnStar and don't know anyone that does, and at this point in time I don't feel I'm missing anything. I don't think this campaign is strong enough to change how I view the brand, and I'm sure others feel the same.