The General Insurance: The general sound studio

Chelsea Henricks

The General Insurance, a non-standard auto (NSA) insurance brand, built the first mobile professional recording studio, The General Sound Studio, to improve sales, increase brand and advertising awareness in the USt.

Campaign details

Brand: General (insurance) Brand owner: American Family Insurance Entrant company: Energy BBDO, USAIdea creation: Publicis CollectiveMarket: United States Sector: Insurance Media channels: Content marketing, Word of mouth, Influencers, KOLsBudget: 1 - 3 million

Executive summary

The General faces a common marketing problem. It is increasingly difficult to reach our audience with TV ads, so we need to find ways to meet them where they spend more of their time – in social media. So how can The General engage its cord-cutting, TikTok-obsessed...

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