Challenge
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Brand Relevance & Talent Attraction: GM needed to strengthen its brand image, appeal to younger generations, and attract new talent to the automotive industry.
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Limited Awareness of Career Paths: Many young professionals were unaware of the behind-the-scenes roles in automotive design, EV development, and marketing.
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Time & Resource Constraints: Developing an engaging, high-quality educational program required efficient use of time and minimal disruption to GM’s operations.
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Educational Gaps in the Industry: Traditional education didn’t provide experiential learning that showcased real-world automotive careers.
Solution
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Leveraging an Existing Commercial Shoot: The micro-course was created during a real GM commercial production, using behind-the-scenes access to capture insights from employees working on set.
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Utilizing GM’s Own Talent: Instead of hiring external educators, the course featured GM’s in-house experts, from designers and engineers to marketing and retail specialists.
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Edutainment Approach: A documentary-style 75-minute module was crafted to seamlessly integrate entertainment and education, making learning more engaging.
Implementation
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Pre-Production & Filming: GM experts were identified, and interviews were conducted during a real commercial shoot, capturing behind-the-scenes insights.
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Post-Production & Course Development: Footage was edited into structured modules with interactive quizzes, then uploaded to Bored of Ed’s LMS.
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Launch & Engagement: A landing page, social media promotions, and incentives like internships and scholarships attracted participants.
Results
The course boosted GM’s brand loyalty, talent recruitment, and industry positioning by showcasing the unseen innovation and careers behind automotive design. By revealing hidden industry roles and cutting-edge tech, it inspired a new generation of creators, engineers, and marketers, reinforcing GM’s status as a forward-thinking leader.
