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Al-Zayani: Jaguar Extends Focus on Branded Content in the Middle East

December 5, 2013

‘In The Boardroom’ web TV series to feature key MENA business leaders  

KUWAIT, December 2013: Luxury car manufacturer Jaguar has revealed plans to collaborate with some of the MENA regions most prominent business leaders and innovators for its latest branded entertainment project entitled ‘In the Boardroom’.

The 15 part webisode series aims to increase Jaguar’s brand awareness amongst an executive audience and is set to air exclusively online over a four month period from November 2013 to February 2014. The series will feature key regional business leaders including the well-known Emirati animation director, creator of the highly popular animated TV series FREEJ and Chairman of Lammtara Art Production, Mohammed Saeed Harib; CEO of Mawarid, Mohamed Ali Mussabbeh Al Nuaimi; Saudi fashion blogger, stylist and consultant, Alanoud Al Badr and CEO of the Arab Strategy Forum (ASF), Dr. Sulaiman Al Hattlan.

The interviews, which are filmed in Jaguar’s flagship award-winning XJ saloon, sees interviewees reveal the inspiration behind their boardroom success, covering a variety of topics ranging from their childhood dreams to their business aspirations. Each webisode will be approximately three minutes long and will be hosted on the Jaguar MENA social platforms in addition to a variety of online business portals.

Jaguar MENA made significant progress in the world of branded content creation last year with a series of films featuring talented individuals from Lebanon, Kuwait, Saudi Arabia and the UAE. The films portrayed the spirit of the Jaguar ALIVE campaign through in-car interviews with leading regional personalities such as Tony Salamé, CEO of Aïshti in Beirut, Abeer Al-Essa, a senior PR specialist at Kuwait Petroleum Corporation, Loai Naseem, founder and CEO of Lomar in Saudi Arabia and Ahmed Al Hashimi, an aspiring entrepreneur from the UAE.

Speaking about the upcoming ‘In the Boardroom’ series, Hannah Naji, Marketing Director for Jaguar Land Rover MENA, said “Consumers in this region are becoming increasingly sophisticated in their media consumption and we have witnessed a growing appetite for branded entertainment. Digital video has all the attributes of television with the great benefit of interactivity and brand recall. Jaguar XJ customers are not only business executives; they are innovators, experts and leaders in their field and design businesses, technologies and lifestyles that have an impact on our culture. We wanted to create content which resonated with them and I believe with the ‘In the Boardroom’ series, we have achieved just that.”

She continued: “Our increased emphasis on branded content has given us the opportunity to work with some of the region’s most innovative and open minded business leaders. 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.”

Jaguar has confirmed it will continue to invest in branded content in the future as a way to increase brand awareness and engagement amongst consumers in the Middle East and North Africa region.

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