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Opel OnStar Campaign – Perfectly Tailored to Customers

24 Sep 2015

  • Advertising campaign for new personal connectivity and service assistant begins
  • Diversity: Target group-specific roll-out in wide range of media formats from October 1
Opel News - Opel OnStar Campaign

Rüsselsheim. With the personal connectivity and service assistant Opel OnStar, the Rüsselsheim-based automaker introduces a service into the automotive world that is unique in Europe. Opel OnStar makes driving safer and ensures best connectivity. Opel’s wide-reaching advertising campaign for this groundbreaking system will be launched online on October 1. The first print ads will be published from October 5, and from October 10, various TV spots will be shown on high-viewership TV channels.


The attention-getting print ads show a new Opel look; the films and informative animations will be offered in various formats to cover as many different communications channels as possible including Social Media, mobile, websites and TV. This will result in maximum output. In addition, communication of Opel OnStar’s array of services and features will be made-to-measure for specific channels and target groups.

“Opel OnStar is not just the product of an engineer’s phantasy but a new kind of luxury that can save lives. The system offers a host of services and functions that individually address different target and age groups,” says Opel Chief Marketing Officer Tina Müller. “The smartphone generation will love the 4G LTE Wi-Fi Hotspot. For the older generation, services such as automatic Emergency Call Service and Roadside Assistance provide more safety and security when driving. Only Opel offers such a comprehensive package.


Our advertising campaign is designed to spotlight the needs of these different customers, making it one-of-a-kind in its diversity.”


This individual approach will be particularly clear in the five TV and video spots broadcast on high-viewership stations, YouTube and other Social Media channels. The films once again feature actor and Opel campaign ambassador Ken Duken, who was already part of the award-winning “Umparken im Kopf” campaign and other Opel projects.