As a long-standing car insurance brand, The General knows a lot about cars. But they wanted to tap into how cars are part of people’s lives. So when we stumbled upon

the TikTok trend of people making music right in their front seats, we tapped into this cultural moment to connect with younger audiences by combining these two worlds. 

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, offering them professional recording sessions and the chance to launch their songs online.

 

Rolled out across TV, digital, social, and experiential channels, the campaign made a huge cultural and business impact with over 935 million impressions, 400 million

TikTok reactions in under a week, and a doubling of The General’s 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, taking home a Silver and 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 player in today’s culture and creativity.