The Challenge: The General Auto Insurance was being outspent 10X by the "big" players: Geico, Allstate, and Progressive. How could they break through all the noise and get noticed, and also connect with the next generation of car buyers?
THE RESULTS
Increased sales by +117% versus the prior year while hitting all profitability targets through the full brand refresh
+360,000 MM Views
+935,000 MM Impressions
Sound Studio artists broke into culture: THE.ABSOLUTELY performed at Lollapalooza, AGClub opened on tour for Tyler the Creator, and best of all, Reyna Roberts was featured on Beyonce’s Cowboy Carter album.
2x Lions
2x Effie
3x Clios
THE INSIGHT
TikTok was where the next generation of car buyers were spending their time, and it was a channel that Geico, Allstate, and Progressive weren't spending heavily in, like TV.
There was also a natural car behavior happening on TikTok, people were singing in their cars, and posting those videos on TikTok trying to get discovered, this was our "aha" moment.
Our creative platform was called the “Break”. The campaign was about giving people their “big break” and being the most empathetic insurance company.
The idea was right there in front of us! The General Auto Insurance could help these people who were singing in their cars get discovered and get their big break.
BRING IT TO LIFE IT A HIGHLY MEMORABLE, ATTENTION-GETTING AND CONSISTENT WAY
The General created the first mobile professional recording studio, The Sound Studio. A custom SUV with soundproof windows, high-quality speakers, pro-grade studio gear, a vocal booth, a control room, and LED lights.
We partnered with Epic Records and a Grammy Award-winning producer to give up-and-coming TikTok artists their ‘big break’ by collaborating on a track in the Sound Studio with the objective of helping each artist and their track become known in culture.
We invited them to Nashville to record in the Sound Studio as well as to create social content.
The Sound Studio, the event space in Nashville, and all of the content for the campaign on TikTok leaned into the newly revamped General logo and the brand colors of dark green and black.
Ultimately, we created over 120 unique assets to promote their music and tell their stories, and they also promoted The General brand and the Sound Studio on their TikTok channels.
