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sound studio
THE SITUATION
standing out with 'non-standard' car insurance
In insurance, bigger has always been seen as better. Industry giants dominate the airwaves with billion-dollar campaigns, leaving challenger brands like The General overlooked and misperceived as “substandard.” But while competitors pushed entertainment, we uncovered something more powerful: our audience wasn’t asking for bigger promises. They wanted something much simpler, and far more human: respect. This inspired a unique offering from The General: a break when you need it most.
THE IMPACT
The campaign drove record-high brand consideration and helped The General surpass sales goals, proving the power of earned-led storytelling in a category dominated by billion-dollar ad budgets. With 95% brand message inclusion and more than 631 million impressions, it reshaped consumer perceptions and elevated the brand from overlooked to culturally relevant. The work also earned top-tier recognition, including a Silver Effie Award, multiple Cannes Lions, and coverage in leading outlets such as People, Yahoo!, Associated Press, and American Songwriter.
THE SOLUTION
We found the answer in music.
For our customers, cars are more than transportation, they’re personal recording studios, a place to dream, create, and escape. So, we turned that truth into a stage.
Partnering with Epic Records, The General launched the Sound Studio; a fully functioning recording studio built inside a car. To bring it to life, we gave nine up-and-coming TikTok musicians something priceless: the chance to record their next single and film the moment that could change their careers. In other words, we gave them a break, underscoring the brand's promise.
highest brand consideration levels in history
95% brand messaging inclusion
631m total earned impressions