The Tell Me What Happened series was conceived to ‘keep listeners on the edge of their seat’* with real-life stories that communicate a new perspective on safety and security and show that when you need help, you can find it. With an emphasis on human connection.
Together with OnStar’s agency of record, Campbell-Ewald, we created a show that reflects the mission and values of OnStar to make the road—and the world—a safer place… "a real person is ready to help. OnStar is out there with you."
*From, "Digging Deeper: Making Your Podcast More Entertaining," by Jeff Vidler
Tell Me What Happened tells the true but incredible and sometimes unbelievable stories of people helping people; stories of someone’s worst day, often a life-or-death emergency, and how a complete stranger showed up and saved the day. Our goal has always been to reflect the mission and values of OnStar in these stories.
The key to making OnStar’s mission come to life in this show is storytelling. And, to be sure to keep audiences coming back for more stories, there is a light brand touch, meaning that the podcast isn’t about OnStart itself. Though each episode aligns with the brand's values.
The podcast is designed to take the listener on a journey about a life-changing circumstance. Told in a documentary style, the show features the first-hand accounts of people on the front lines—rescuers, first responders, volunteers, and of course the everyday people caught at the centre of an extraordinary, perilous experience.
The end result is an entertaining podcast that shares harrowing, life-affirming stories that are ultimately about the empowering force of a human connection. The stories also share learnings about what someone can do when they find themselves in a dangerous situation.
The podcast has been incredibly well-received:
*Reached goal listener retention rate.
*Three featured Apple Podcasts placements chosen by their editorial team
*Reached #7 on Apple Podcasts US Relationships chart
*Listeners across 100 countries
*Multiple positive reviews sighting uplifting storytelling that isn't all doom and gloom. Listeners love learning something from our experts at the end.
*Exceeded virtually all benchmarks in a brand lift study, including those for entertaining. See the brand lift summary attached.