THE GENERAL
The General Sound Studio™
The breakthrough brand activation that doubled social media sales.
Making an insurance brand relevant on social media.
Car maintenance hacks, road trip tips. Ugh, been there, seen that. Our objective was to find a meaningful, compelling way for The General Insurance to stand out and get noticed while driving positive brand sentiment and sales on social media.
Our insight: More up-and-coming musicians are spending time recording TikToks from their cars rather than expensive professional studios. We saw an opportunity in this content creation behavior to reinforce our brand position: giving people a break when they need it. This time, a musician’s big break!
Introducing The General Sound Studio: A state-of-the-art, professional-grade recording studio reconfigured to fit inside an SUV. We collaborated with Epic Records to record world-class demos and help emerging TikTok artists get their music in front of industry tastemakers and millions of future fans.
Embracing the power of entertainment advertising.
In a world dominated by social media, we aren’t just competing with other brands for attention. We are competing with Taylor Swift, Netflix, and cat memes. We needed to dial up the entertainment and emotion of our ads to connect with a younger audience and earn more than our fair share of mental availability.
By leaning into platform behaviors instead of fleeting trends, we’ve created an engaging content series with the potential to span years.
