DUBAI, UAE — When it comes to electric vehicles in the UAE, data shows that public charging stations are the primary source of charging, so potential buyers look for nearby charging stations first. Google Maps recently displayed over 300 stations scattered throughout the city, along with photos shared by visitors that presented an untapped and unexplored opportunity.
Serviceplan Middle East and BMW hijacked all these listings and transformed Google Maps into a virtual showroom for the BMW electric range. So whenever someone searches for the nearest charging station, they see a BMW.
Capitalizing on strategy instead of big budgets, the campaign shows the importance of understanding the brand’s audience.
The shoot required the team to visit EV charging locations in Dubai including Times Square, Enoc Jumeirah Beach Road, Jumeirah Islands, Al Furjan, Anatara Business Bay, Mercato Mall, Etihad Museum, Civil Defense Emirates Martyrs’ station, Expo Sustainability Parking, Ibn Battuta Mall, Dubai Police Academy, Enoc Media city, Dubai Maritime City, and Dubai Hospital.
André Couto, Creative Director at Serviceplan Middle East explained, “When we asked ourselves, ‘What do people do when searching for Electric Vehicles?’ we not only found our insight but also our idea and a straightforward and efficient execution. The challenge was executing it over an entire year to ensure coverage of all charging stations and the coordination with the dealerships to secure the availability of cars, which were often in use for test drives or events.”
Karim Mroueh, BMW Group Business Director at Serviceplan Middle East, added, “With iJack, we’ve given those pictures thumbnails on Google Maps another purpose (Sorry Google!) just as BMW did with the engines. Who said that innovation and creativity need a big budget, it’s all about the who, how, and where plus the BMW way: cutting edge, innovative, and constantly visible!”
Serviceplan Middle East
Managing Partner – Natalie Shardan
Digital and Social Strategy Lead – Karim Mroueh
Sr. Account Manager – Gonca Gorgulu
Account Executive – Naba Kadri
Account Executive – Tarek Daher
Chief Creative Officer – Akhilesh Bagri
Executive Creative Director – Nishant Shah
Creative Director – André Couto
ACD Copy – Sameer Suri
ACD Art – Kenneth Barnes
ACD Copy – Aashna Gopalkrishnan
ACD Art – Daniel Zacatenco
Art Director – Kunal Gagwani
Digital Art Director – Yasir Ali
Senior Copywriter – Zein Sadedin
Copywriter – Mariam Maroof
Art Director – Alejandro Bucoy
Producer – Geetika Sood
BMW Middle East
Regional Head of Marketing & Product – Ali Kherallah
Regional Marketing Communication Manager – Mariam Al Rousan
Director, Marketing & Customer Life Cycle Management – Ziad Boghdady
Digital Business Unit Manager – Eyad Hawarneh