Madison created the first business webshow based on consumer advocacy and presented it to Jaguar Middle East.

1. Case Study

2. The idea of ‘In The Boardroom’ was born in January 2013 in Dubai, UAE.
Created and conceptualized by Madison Advertising, it was 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 1 of In The Boardroom was launched in December 2013 with
Jaguar MENA.
‘In The Boardroom’ was a perfect branded content tool for Jaguar Land
Rover as the web series allowed them to showcase the Jaguar brand and
their new XJL model in specific and to connect with their target audience
by telling personal and exclusive stories of well-known and successful
people within the GCC region.
Insights
We had the insight that the Jaguar brand was well-perceived in the GCC
region, however more seen as a car driven by western expats rather than
a car for the locals. This was something we wanted to change.
Objective
The objective was to increase awareness around the Jaguar brand within
the region and to improve the existing brand perceptions and relevance
among the local GCC population by providing exclusive local lifestyle
content that spoke to the local target audience.
In The Boardroom Season 1 - Jaguar MENA

4. Approach
Jaguar’s ongoing ALIVE campaign at that time, its aim and promise was
that a Jaguar car feels as ALIVE as you are. We had to look at how to
integrate Jaguars ALIVE campaign into ‘In The Boardroom’ concept.
With this information along with the local consumer insight, Madison
sourced and invited 15 VIPs and advocates from the GCC region into the
backseat of a Jaguar XJL and talked to them about what makes them feel
ALIVE.
To make it even more relevant to the region, Madison chose two well-
known faces and TV presenters within the UAE, Half Emirate Omar Butti
and British Dubai-based Tom Urquhart to carry out the interviews in Arabic
and in English.
In The Boardroom Season 1 - Jaguar MENA

5. The Advocates
Madison carefully sourced and invited 15 relevant and influential opinion
leaders in the region. Among the 15 was Mr. Shoaib Mir Hashem Khoory,
Board Member in Etisalat and was part of the initial team responsible
for setting up Emirates Airlines. Well-known Emirati Animation Director
and Creator of the animated TV series Freej. Emirati brothers Mohamed
& Peyman Al Awadhi, Founders behind Qabeela TV & Peeta Planet. Mr
Mohamed Al Nuaimi, CEO at Mawarid Finance. Just to mention a few.
In The Boardroom Season 1 - Jaguar MENA

6. The campaign was leveraged across Jaguar MENAs own channels and
the dotmena network during a period of three months.
Jaguar’s own Channels
The 15 webisodes were broadcasted across the channels of Jaguar
MENA, including a blog on its website exclusively made for the show
containing the webisodes and biographies of the 15 VIPs.
The dotmena network
Exclusive media representation partnership with MediaQuest allowed
us to broadcast ‘In the Boardroom’ on its Dotmena Network through its
magazines and online channels.
On each of the websites, viewers could watch the webisodes as well as
read the biographies of the VIPs.
MediaQuest has an estimated reach of 41 millions unique visitors, more
than 300 millions pages views and 1 billions impressions
The show enjoyed more than 3 million impressions and 1,5 million unique
viewers.
Distribution and Results