Season 2 of the web series "In The Boardroom" was launched in December 2014 as "Lead by Example" sponsored by GMC. The series featured 15 influential business and community leaders from the UAE, Kuwait, and Saudi Arabia discussing leadership and how they lead by example. Each leader drove and discussed the new GMC Yukon Denali SUV, reinforcing the vehicle's image as a car for leaders that demand respect. The branded web series was produced across the three markets to showcase GMC and the Yukon Denali in a culturally relevant way to its target Arab male audience aged 30-50.

1. Case Study
LEAD BY EXAMPLE

2. ‘Lead by Example’ was launched in December 2014 as the second
season of the successful business web series ‘In The Boardroom’ which
first season was launched a year before with the automotive brand Jaguar
Land Rover.
The idea of the branded content concept ‘In The Boardroom’ was born
in January 2013 in Dubai, UAE. Created and conceptualized by Madison
Advertising, it became the first business web series in the Middle East
based on consumer advocacy.
The web series delivers value driven content to target audiences through
the use of opinion leaders. Each Season consists of 15 webisodes
featuring 15 inspirational business leaders and advocates.
The series include, besides automotive brands, airlines, banks, watch
makers, golf courses among others.
To maintain the interest of the viewers and ensure they would watch the
full videos, each webisode is approximately 3mins long. The length was
decided based on insights retrieved that it is the optimal length.
The unique branded content model leverages on the brands own
platforms, vehicles and brand values, making the brand highly integrated
however without the use of direct marketing or selling.
Background

3. Season 2 of ‘In The Boardroom’ was launched in December 2014 with
GMC named ‘Lead by Example’.
‘In The Boardroom’ and ‘Lead by Example’ was a perfect branded
content tool for GMC as the web series allowed them to showcase the
GMC brand and their new Yukon Denali model in specific and to connect
with their target audience by telling personal and exclusive stories of
successful people and leaders from the region, reflecting the brand the
Yukon vehicle persona.
Madison handled exclusively the content and production of ‘Lead by
Example’, excluding the distribution.
In The Boardroom Season 2 - General Motors Lead by Example

4. Insights
In difference from Season 1, GMC and the Yukon has for long time been
well-received and a preferred choice among the GCC community. The
Yukon was seen as a car driven by the locals and its design provided
with a powerful impression due to its size that demands respect in traffic.
Furthermore, it has also been a preferred choice due its interior space
which can fit the whole family.
We also knew that its main target was Arab males between the ages of
30-50 years old and the majority married with children. Although, the
GMC is popular throughout the region, the majority of the target audience
resided in the UAE, Kuwait and KSA.
This brand perception was something we wanted to re-enforce and
emphasize within the local community, that the Yukon reflects its driver, a
leader that demands respect.
In The Boardroom Season 2 - General Motors Lead by Example

5. Objective
In difference from season 1 where the objective was to improve the brand
relevance among the local GCC population, the objective with season 2
was to re-enforce its already existing positioning as a leader within the
local community. To re-enforce that the GMC Yukon Denali is a car driven
by leaders that demand respect.
In The Boardroom Season 2 - General Motors Lead by Example

6. Approach
GMC’s ongoing campaign at that time for the launch of its Yukon Denali
2015, its aim and promise was that the Yukon Denali was a car that
commands respect just like its driver it stated that those with true power
know how to use it, it’s a car driven by leaders . We had to look at how
to integrate the GMC Yukon communication campaign into ‘In The
Boardroom’ concept, and hence ‘Lead by Example’ was born.
With this information along with the local consumer insight, Madison
sourced and invited 15 advocates and inspirational leaders from the UAE,
Kuwait and the KSA into the GM showroom and the Yukon Denali and
had them talking about Leadership and how they lead by example, both
professionally and at home.
The format was a mix of narrative and the advocate driving the Yukon
Denali.
To make it even more relevant to the region, Madison traveled and
produced the show in the three markets; KSA, Kuwait and UAE.
In The Boardroom Season 2 - General Motors Lead by Example

7. The Advocates
Madison carefully sourced and invited 15 relevant and influential
advocates and leaders from the UAE, Kuwait and KSA. Just to mention
a few, from the KSA the show featured Dr. Shadi Khawandanah, a noted
Saudi entrepreneur and the CEO of the business consultancy firm “Special
Direction”, and Mr. Rakan Al Eidi, the Managing Director of “Endeavour”
of Saudi Arabia and today has become an icon in the entrepreneurship
ecosystem in the Kingdom. From Kuwait the show featured the prominent
Dr. Naif Al Mutawa, the creator of the comic series The 99 and has been
praised by President Barack Obama for improving the dialogue between
the US and Muslim communities. From the UAE the show featured Sheikh
Salem Al Qassimi and Anas Bukhash, entrepreneur and board member at
the Dubai Sports Council.
In The Boardroom Season 2 - General Motors Lead by Example