GM Demonstrates Real-Life Use of its OnStar Service - Event Marketer

GM Demonstrates Real-Life Use of its OnStar Service

DB_Gold_General Motors_2005 Ex
Brand: GENERAL MOTORS
Agency: GEORGE P. JOHNSON
Awards: EX AWARDS — BEST TRADE SHOW EXHIBIT
Year: 2005

A revamped auto show presence helped OnStar increase the number of product demo requests and generated subscription renewals for the vehicle security service.

Inside the curved-walled, 2,400-square-foot footprint, visitors experienced three areas, all demonstrating real-life uses of the service.

In one area, five 42-inch screens ran clips of customer testimonials while two other screens showed off OnStar TV spots. A separate area featured an OnStar-equipped Cadillac for demonstrations, with leather benches for the audience. A third exhibit was for existing subscribers, who could re-up on-site.

One upgrade in particular made the booth feel more at home in each market: The exhibit’s exterior was customizable to allow for teaser visuals and a skyline image from each city.

The changes were on target: Subscription renewals exceeded expectations, product demonstration requests at the exhibit were up 12 percent over the previous year and exhibitors distributed twice as much product lit as they did in 2003.

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