As a long-standing car insurance brand, The General knows a lot about cars. But they wanted to tap into how cars actually live in people’s lives. So when we stumbled upon a TikTok trend of people making music in their front seats, we used that cultural moment to connect with younger audiences by bringing these two worlds together.

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Introducing Sound Studio, a mobile recording studio built inside a car.

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In partnership with Epic Records, The General scouted emerging talent directly from TikTok, giving them professional recording sessions and a real chance to launch their songs online.

Rolled out across TV, digital, social, and experiential channels, the campaign made a massive cultural and business impact with over 935 million impressions, 400 million TikTok reactions in under a week, and a doubling of social media-driven insurance sales. Major outlets like NBC, CBS, ABC, and Adweek covered the story, reinforcing the brand’s new relevance with younger audiences.

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Sound Studio also earned major industry recognition, including a Silver and a Bronze at the 2024 Cannes Lions, two One Show shortlists, and two Merit awards. More importantly, it repositioned The General as not just an insurance company, but a real player in today’s culture and creativity.