Fear Winter

Display / Print / Social / Direct Mail / Radio

Challenge: Winter is peak service season in Canada, yet retention drops as drivers defer maintenance or seek lower-cost alternatives. GM Certified Service needed to drive dealer traffic and reinforce trust during the most critical months of the year.

Solution: We personified winter as something to be feared – while positioning GM Certified Service as the antidote. With GM-trained technicians positioned as winter experts, we launched Fear Winter, depicting vehicles confidently facing extreme seasonal conditions while “winter” itself fled in terror. The integrated campaign spanned display, print, social, direct mail, and radio – reinforcing trust, expertise, and preparedness at every touchpoint.

Results: Part of a national retail program that improved digital efficiency and increased qualified dealer engagement during peak seasonal demand.