2014 Winners & Shortlists

The Campaign

It is important to emphasize the difference between ONLINE and TV. Custom and Branded entertainment online is a growing sector in the Middle East full with opportunities however, it is still in its infancy stage. We believe more brands will get involved with Branded content as they seek to empower their social media platforms and engage a specific target audience depending on their objectives. Unlike TV, it allows the brand to do more with less budgets, timelines and restrictions.

Results

CHALLENGE:With the objective of forming online opinions during the customer decision making process, Jaguar Mena decided to follow a unique approach to branded content which is engaging and authentic. The challenge was to create new content that is fully in line with the Jaguar brand values. With the vision to create the world's most instinctively rewarding performance cars, it was important that the branded content brings to life and leverage the Jaguar promise "A Jaguar feels as Alive as you are" while remaining true to the Jaguar tone of voice of being Bold, Brave and Honest. BIG IDEA Jaguar brought to life a branded entertainment web series entitled ‘In the Boardroom’. The name clearly positions the branded content as a business show for business leaders, who are the Jaguar XJ target audience. However, instead of meeting the opinion leaders in their boardrooms. We added a twist that lightens the mood and unexpectedly hosts the meeting with the opinion leader in the back seat of the luxury flagship product XJL. EXECUTION: Jaguar Mena nominated 15 business leaders from different industries and different countries in the GCC. In the boardroom web series was created and it consisted of 15 part webisode series that aimed to increase Jaguar’s brand awareness amongst an executive audience. As the going says, Content is king, Distribution is queen". With that in mind, the show aired exclusively online over a four month period from November 2013 to February 2014, one webisode a week. Each webisode was approximately three minutes long and hosted on the Jaguar MENA regional website, the dotemena network, social platforms in addition to a variety of online business portals. Each one truly encapsulates the Jaguar brand personality through their work and attitude and it was an honour to have worked with them for this project.

The nature of the show is based on consumer advocacy in the GCC business leader community. Our ideal target audience is GCC nationals, 35+ years, mostly males, with income of +AED 40,000/month. Our concept involved engaging 15 highly successful board members in a unique conversation about what makes them feel "Alive". An emotional angle that allows the viewer to meet the "business leader in depth" thus sparking a community conversation which is both organic and authentic. The content was broadcasted on ameinfo, Kippreport and Trendsmena, all business online portals reaching millions of GCC business audience.

FEEDBACK/ STATS By the time we submit this report, half of the webisodes were aired. Launching a new In the Boardroom webisode every Tuesday across dotmena’s Premium Business websites, allowed Jaguar to have a total reach of 982,440 impressions in less than 2 months on http://www.trendsmena.com, http://www.kippreport.com and http://www.ameinfo.com With a bounce rate of 32.05% on the section and time spent of 00:03:34 clearly shows that the Premium websites selected matches the right target audience. A total of 93,348 visits was recorded. The technology used for developing the section allowed users to view the section even from their mobile phones. Weekly results kept improving exponentially with thousands of viewers/webisodes and increasing subscriptions on the brand youtube channel. The show is still on air and we expect that all the above statistics should increase