The General + Shaq
PROBLEM - in 2014, The General Insurance - a Nashville, TN based, non-standard auto insurance brand - was searching for its first national brand ambassador to help increase brand awareness, consideration and conversion. Zach was challenged to provide a recommendation to The General’s senior leadership team.
SOLUTION - after careful consideration, Zach recommended Shaquille O’Neal (SHAQ) - the multi-dimensional personality and Basketball Hall of Famer. Upon approval, Zach designed the brand’s strategic plan, negotiated all long-form agreements and developed and oversaw brand activation and measurement efforts connected all campaigns featuring SHAQ, including above the line advertising.
ROI - since partnership inception, SHAQ has been prominently featured in the brand’s advertising campaigns. Consequently, The General became the #1 national non-standard auto brand in terms of unaided awareness, experienced higher consideration in campaigns where SHAQ was included compared to those he was not featured and top-line revenue grew at significantly higher rates YoY than before launch.
Advertising Campaigns
“WOODS” with SHAQ + Craig Robinson
Zach was responsible for designing and negotiating Craig Robinson’s cameo
“LUNCHROOM” with SHAQ, Kenny Smith and Ernie Johnson
Zach was responsible for designing and negotiating Kenny Smith and Ernie Johnson’s cameos
digital campaigns
SHAQ GIVES BACK
Created “Shaq Gives Back Presented by The General” in partnership with Bleacher Report and House of Highlights
Three-part video series where SHAQ and The General surprise everyday people with a break from the financial challenges being faced during the Covid-19 pandemic
Within each episode, SHAQ and The General visited a local Atlanta-based organization offering both financial and emotional support and assistance
Shaq vs. Gronk
Presenting sponsorship of the virtual “party with a purpose” during the Covid-19 pandemic hosted by SHAQ and Bucs TE Rob Gronkowski during the summer of 2020
SHAQ and Gronk competed in head-to-head challenges in support of the NAACP (Team Gronk) and Boys & Girls Club of America (Team Shaq)
The General received dominant presence as the presenting sponsor leading up to and during the event, garnering significant national earned media coverage
Black Entrepreneurs Day
Lead sponsor of the virtual event hosted by Shark Tank’s Daymond John that offered guidance and inspiration to the next generation of black entrepreneurs
Presenting sponsorship of the event’s Game Changer Conversations where John interviews black business leaders and celebs to provide insight to viewers
SHAQ and The General’s CRO Elicia Azali were guest speakers within the Game Changer Conversations segments alongside LL Cool J, Gabrielle Union, Robert Johnson and more