The General Sound Studio

CHALLENGE The General Auto Insurance sought to elevate its brand perception by connecting with younger, more diverse audiences. To achieve this, they launched the Sound Studio campaign, designed to give rising, undiscovered musicians a platform to showcase their talents. The challenge was to identify five unknown artists who had built strong connections with their communities through their recording process. These artists needed to represent a diverse range of music genres and embody authenticity that would resonate with The General’s target audience.

SOLUTION We handpicked five emerging artists from various music genres -ranging from hip-hop to pop-rock to country -who had cultivated loyal fanbases through their authentic creative journeys. These artists were brought to Nashville, where they were given the opportunity to record their demos in a custom-built mobile Sound Studio. The studio featured a professional-grade setup and was designed to travel, showcasing The General’s commitment to helping aspiring talent on the go.

To ensure a top-tier recording experience, we partnered with a renowned producer and engineer, Hilton Wright II (6x Billboard #1 Award-winning record producer, songwriter, and composer). In addition to recording, the artists participated in interviews, photoshoots, and content capture sessions, allowing them to share behind-the-scenes moments with their fans and further engage their communities.

To complement the experience, The General also built a custom-branded car that housed the mobile studio, emphasizing the brand’s investment in supporting rising talent and aligning with the company’s message of providing assistance and opportunities to those on unique paths.

SUCCESS The campaign generated a significant brand lift for The General, earning accolades including two Cannes Lions, one Effie Award, and a Shorty Award. The Sound Studio campaign received widespread media coverage and drove high engagement across social media, successfully creating authentic connections between The General and a diverse, music-loving audience.