BMW Middle East has launched the new BMW iJack campaign via Serviceplan Middle East which involved the brand photobombing every charging station listing on Google Maps with their electric cars. According to the campaign, 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 display over 300 stations scattered throughout the city, along with photos shared by visitors,” Serviceplan said in a release. “This presents an untapped and unexplored opportunity, we hijacked all these listings and transformed Google Maps into a virtual showroom for the BMW electric range.”
For the shoot, the team visited 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.
So now, whenever someone searches for the nearest charging station, they see a BMW. This campaign was all about smart strategy, not big budgets, and it truly demonstrates that innovation and creativity do not have to be expensive. It is about understanding your audience.
André Couto, Creative Director, Serviceplan Middle East said: “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, 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 big budget, it’s all about the who, how and where plus the BMW way: cutting edge, innovative, and constantly visible!”
