As a relatively quiet brand of General Motors, OnStar wanted to connect with car buyers in a fresh, approachable way. We decided to pair a launch of the Buick Enclave with OnStar and reach out to a new buyer for both brands; younger urban professionals with an interest in tech.
Gunner hosted an Atlanta experience at a midtown nightclub for media, bloggers and specially selected guests. The event centerpiece included the Buick Enclave and an interactive OnStar display. We invited the guests to mingle with the vehicle designer, engineer, Buick General Manager and OnStar executives. Rising star Janelle Monae performed and brought an extra added zeal to both brands. The resulting coverage across multiple publications included words like, “energetic,” “lively,” and “exciting.”